Over the past two years, several brands have created their own unique pop-up beaches in partnership with hotels, beach resorts and waterfront restaurants. These activations are all part of branding or brand extension activities, even if they are temporary. Some of them are breathtaking.
For the 44th consecutive year, Air France is the Official Carrier of the Cannes Film Festival, now in its 77th edition.
For the first time, the airline is opening a beach to the public for the entire duration of the Festival, the new place to be on the Croisette in Cannes.
Next to the beach at the Hôtel Martinez, the airline has created an exclusive hospitality concept on the Riviera, with a bar and a restaurant with a menu created by Michelin-starred chef Jean Imbert to enhance the travel experience.
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