RTL Beach
From Empty Shoreline to Cannes Lions Destination
OVERVIEW
A three-day transformation of an empty shoreline into RTL AdAlliance’s flagship Cannes Lions destination.
RTL AdAlliance challenged Groove to reimagine a successful beach concept that had reached its natural evolution. The ambition was to create a destination that felt open, welcoming and effortlessly sophisticated—supporting networking, hospitality and live programming while allowing the brand to remain present without dominating the experience.
From concept to completion, Groove delivered the project end-to-end, combining spatial design, technical production, structural engineering, rigging, scenic installation and on-site coordination to transform an empty stretch of coastline into one of Cannes Lions’ most recognisable hospitality destinations.
PROJECT FACTS
CLIENT
RTL ADALLIANCE
LOCATION
Cannes, France
EVENT
Cannes Lions 2026
SERVICES
Concept Development
Creative Developement
Spatial Design & 3D renderings
Technical drawings
Technical Production
Structural Build
Rigging
Scenic Installation
Brand Integration
Branding
Project and Production Management
BUILD
4 days
DISMANTLING
2 days
THE TRANSFORMATION
THE EXPERIENCE
Designed as a destination rather than a branded space, RTL Beach combined hospitality, networking, live programming and premium guest experiences in a relaxed Mediterranean setting. Every detail – from the arrival journey to the evening atmosphere – was carefully considered to encourage conversation, connection and brand engagement.
THE ARRIVAL
The arrival experience was designed to create an immediate sense of destination. Guests were welcomed into an environment that balanced RTL AdAlliance’s brand presence with the relaxed atmosphere of the Mediterranean, setting the tone for five days of networking, hospitality and live programming.
HOSPITALITY SPACES
Every hospitality space was carefully considered to encourage meaningful interaction throughout the day. Flexible seating, shaded lounges and unobstructed sea views created an environment that supported informal meetings, scheduled conversations and moments of relaxation in equal measure.
BRAND PRESENCE
Rather than dominating the environment, branding was integrated with restraint and purpose. Architectural elements, wayfinding and scenic features ensured RTL AdAlliance remained consistently visible while allowing the destination itself to become the focus of the guest experience.
EVENING EXPERIENCE
As daylight faded, the atmosphere naturally evolved into an evening destination. Carefully designed lighting, live programming and subtle environmental changes transformed the beach into a vibrant setting for entertainment, networking and memorable brand experiences.
BEHIND THE BUILD
Delivering RTL Beach required close collaboration between creative, production and engineering teams. From concept development and technical drawings through structural build, rigging and scenic installation, Groove managed every stage of the project to ensure seamless delivery within an accelerated construction programme.
THE IMPACT
RTL Beach became one of the most recognisable hospitality destinations at Cannes Lions 2026, welcoming clients, partners and industry leaders throughout the festival. The destination successfully combined networking, premium hospitality and live programming within an environment that reflected RTL AdAlliance’s brand while creating memorable experiences for every guest.
SERVICES DELIVERED
Groove delivered the project end-to-end, providing concept development, creative development, spatial design, 3D visualisation, technical drawings, technical production, structural build, rigging, scenic installation, branding and on-site project management. By bringing every discipline together under one team, we ensured a consistent creative vision and flawless execution from the first design concept through to final dismantling.