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For the fourth consecutive year, Salt and Pinch partnered with Amazon Ads to bring Amazon Port at Cannes Lions to life at the International Festival of Creativity 2025, evolving the activation into a refined cultural destination rooted in connection, storytelling, and quiet luxury.

In a festival environment dominated by spectacle and sensory overload, the creative approach centered on calm confidence and emotional resonance. Inspired by Mediterranean architecture, French fashion houses, and Amazon’s evolving brand identity, the Port transformed into an immersive environment designed to foster meaningful conversations rather than fleeting interactions.

At the heart of the experience was the “Plaza of Passions,” a central hub connecting Amazon’s ecosystem, including Prime Video, AWS, Twitch, Amazon Music, Amazon Live, Devices, and Ads, through shared human interests rather than product silos. The strategy positioned Amazon not just as a technology platform, but as a brand shaping culture through entertainment, creativity, innovation, and community.

Execution
Salt and Pinch delivered the creative strategy, environmental design, narrative framework, and experiential execution across the Port. The space was designed as a seamless journey through interconnected lounges, shaded garden pathways, hospitality moments, meeting spaces, and immersive brand activations.

Natural materials including stone, timber, plaster, linen, and greenery created a tactile, elevated atmosphere that encouraged guests to slow down, explore, and engage more deeply. Serene conversation lounges, and curated hospitality moments reinforced the Port’s premium yet approachable tone.

Throughout the experience, playful storytelling moments brought Amazon’s brands to life in unexpected ways:
- A slushie bar serving themed drinks and Prime Video content
- AI-generated custom perfumes inspired by AWS personalization
- A vintage mechanical fortune teller activation for Amazon Devices with bespoke fortune cards
- Rosé fountains and iced coffee installations woven naturally into the environment

Every touchpoint was designed to balance sophistication with warmth, transforming Amazon’s Cannes presence into a human-centered brand world built around curiosity, creativity, and shared passions.

Results
Amazon Port delivered Amazon’s strongest Cannes Lions performance to date, exceeding key business, engagement, and PR objectives. The experience generated a record breaking number of registrations, a 53% increase year over year, and the highest amount of attendees (a 58% increase). Scheduled meetings achieved 113% of goal, demonstrating strong conversion and business impact.

From a PR perspective, Amazon Port became one of the most talked about destinations at Cannes. The experience drove significant earned media, social engagement, and influencer amplification, supported by a 133% increase in celebrity participation. Continuous programming and visually distinctive design contributed to sustained coverage throughout the festival.
The activation successfully extended beyond its physical footprint, with organic content creation and press coverage amplifying reach across global audiences. Most importantly, the experience strengthened perception of Amazon as a culturally relevant, unified brand platform.
By combining strategic storytelling, design, and programming, Amazon Port translated attention into measurable engagement, business outcomes, and lasting brand impact.

The experience significantly increased dwell time, repeat visitation, and organic social engagement throughout the festival week. Amazon Port became one of the most talked-about destinations at Cannes Lions 2025, setting a new benchmark for culturally resonant B2B experiential design and reinforcing Amazon’s position as a thoughtful, modern partner at the intersection of technology and culture.