Amazon Port at Cannes Lions 2025

Client: Amazon

At Cannes Lions 2025, Amazon set out to elevate its B2B brand presence, moving beyond a high-traffic activation to create a destination that could unify its diverse businesses, drive meaningful conversations, and strengthen senior-level relationships. The challenge for Salt was to translate this ambition into a single, coherent experience that felt premium, culturally relevant, and purpose-built for connection.

Salt’s strategic insight was that meaningful engagement at Cannes is driven less by scale or spectacle and more by relevance and shared passion. Amazon Port was designed as a calm, confident counterpoint to the noise of the festival - an environment that invited depth over volume and positioned Amazon as a thoughtful, modern partner. Salt led the creative strategy, spatial architecture, and narrative design for the Port. The experience centered on the Plaza of Passions, a unifying hub that connected Amazon’s brands through cultural interests rather than product silos. Surrounding lounges, shaded pathways, and a reimagined Prime Cinema used real materials, natural textures, and refined detailing to encourage longer dwell time, conversation, and exploration. Signature moments balanced luxury with approachability, reinforcing Amazon’s scale without sacrificing humanity. The results validated the strategy. Amazon Port delivered its strongest performance in three years, achieving 17,457 registrations (+53% YoY), 9,199 attendees (+58% YoY), and 1,695 scheduled meetings (113% to goal), alongside a 133% increase in celebrity speakers. Amazon Port set a new benchmark for B2B brand experience at Cannes, transforming Amazon’s presence into a platform for relationship-building and long-term brand equity.