As the world’s largest lifestyle publisher, Hearst Magazines challenged us with creating a brand oasis at Cannes Lions; a destination where Hearst executives could host and toast, convene fascinating conversations and advance meaningful business discussions. They needed an environment that felt on-brand, innovative and effortless all at once.
We transformed that vision into a unique wellness destination and luxury retreat for VIPS.
Our Approach
Inspired by the fig and overlooking the mediterranean, guests entered a beautiful, intentional space that felt like home. The apartment on the Croisette was fitted with custom interiors and premium styling, with scents and delicate detailing carefully curated to enrich the space.
The subtle crafting of a 360 sensory experience, sights, sounds, smell and tastes, meant Hearst House took on a sense of seamlessness, a haven away from the chaos of Cannes, where guests could fully unwind to connect authentically.
Hearst House was a living library for all Hearst Magazine brands. From Cosmopolitan and Esquire to Runner’s World and Good Housekeeping, and in curating a uniquely transferable atmosphere, the event programme needed to offer variety. Activations ranged from a custom-built ‘Refresh’ skincare bar, to an early-morning workout program on the wellness terrace with Liz Plosser of Women’s Health, and a run along the Croisette in partnership with Stagwell: Sport Beach.
Hearst House also played host to a series of exceptional thought-leadership discussions and intimate lunches with key Hearst editors and guests such as; Actress, Activist and Entrepreneur Jameela Jamil and Alex Cooper, Creator, Host and Exec. Producer of the ‘Call Her Daddy’ podcast.
Impact
Cheerful Twentyfirst were an absolute dream to work with. Their knowledge, expertise, professionalism and passion for perfection and excellence was consistently evident from early stages of planning all the way through to the execution of our program and beyond. We can’t wait to work with them again!
—Senior Director, Industry Marketing & Ad Communications, Hearst Magazines.
