agency partner
Pinch
For the fourth year in a row, Salt and Pinch collaborated on Amazon’s activation at Cannes Lions International Festival of Creativity, and for this installation we embraced a sense of quiet luxury. The space established Amazon as a home of culture, blending historic architectural cues with bold, contemporary design inspired by the company’s recent rebrand.
agency partner
Pinch
sparking deeper consumer engagement through storytelling
Making marketing more human
At the heart of the experience was the “Plaza of Passions”—an immersive zone where Amazon’s diverse properties and affiliates—including Amazon Live, Amazon Web Services, Prime, Twitch, and others—demonstrated how they connect with their audiences through shared interests. Salt and Pinch explored the intersection of human nature and culture, distilling the space down to its essentials to create a renewed sense of authenticity and emotional resonance.
This creative approach to storytelling continued throughout the space, with whimsical brand expressions woven into the experience: a slushie bar that delivers cool drinks and content from Prime Video, custom perfumes embodying the personalization of AWS, and a mechanical fortune teller station for Amazon Devices, complete with custom-made fortune cards.
