003Reinventing Meta’s Cannes Lions Presence
- Client
- Meta
- Industry
- Consumer Tech
- Output
- Experiential
Meta needed a physical presence at Cannes Lions that could put the full breadth of its AI, ad tools, and hardware in people's hands, and do it differently every year as the product lineup evolved.
DE-YAN has designed and produced Meta Beach for multiple consecutive years, building an entirely new world inside the same footprint each time. The 2025 build centered on an AI Village, with Melody Flow (a custom MusicGen interface guests could play like an instrument), Hanging Sound (a multi-guest installation built on real-time AI translation), and Imagine Me kiosks generating personalized AI portraits; a Ray-Ban Meta immersive restaurant staged inside AI-generated environments; and a Reels Skate Pavilion, a six-zone journey anchored by a 9:16 cinema and a 360-degree graffiti capture room, with live creative directors helping guests shoot and edit their own Reel on-site. Past builds pushed further into facade design and content, including a dedicated Creator Wall translating each featured creator's social presence into a custom motion intro before their Reels played.
Each zone is designed to feel like its own immersive world, and each year, none of them look like the last.
- 6000
- Attendees
- 6+
- Activations Across Meta Beach
