The brief

In 2025, Cheerful Twentyfirst appointed Star Live to deliver Stagwell Sport Beach for the second year running, and this year was to be the most ambitious activation at Cannes Lions. Designed as a multifunctional hub for celebrities, global brands and senior executives, the project required a large-scale build in the height of summer on one of the most logistically constrained beachfront sites in Cannes.

The challenge

The brief was to create an environment that combined hospitality, sport and entertainment in a single destination. This included multiple sponsor-branded meeting rooms, a regulation-standard basketball court, shaded and air-conditioned areas for retreat, and a stage capable of hosting celebrity appearances and evening performances. Extensive AV was required throughout, with screens positioned to showcase sponsor content across the site.

The challenge extended far beyond design. Delivery had to be completed in just four days and nights under strict municipal restrictions that included height limitations, restricted working hours, and multiple signoffs. With the site located 60 metres beyond the main promenade, all structures had to be craned from street level onto the sand within a narrow overnight window between 11pm and 6am. Fire-retardant cooled spaces were also required to protect sensitive technology while ensuring compliance with local regulations.

Our solution

Star Live responded with a multi-system solution that combined modular infrastructure with engineered bespoke features. At the heart of the build, 24 Starbox units were configured across two storeys to form versatile meeting and sponsor spaces, while reduced leg heights on the upper level ensured compliance with Cannes’ strict height rules. A professional basketball court was constructed using Layher and three layers of flooring, delivering the regulation-standard bounce demanded for play at this level. Across the activation, truss and sail structures spanned the site to provide daytime shade and carry the full weight of AV, lighting and multiple LED screens.

Air conditioning was integrated throughout, creating comfortable, fire-retardant cooled environments for both guests and technology. Terraces, handrails and multiple staircases were built to manage crowd flow safely, while the configuration of spaces allowed for a seamless transition between daytime business meetings and evening entertainment. A 24-hour working schedule, combined with precision craning and logistical management, ensured that all structures were delivered and installed within the challenging timeframes imposed by the City of Cannes.

Impact

The result was the standout activation of Cannes Lions 2025. For Cheerful Twentyfirst, the project delivered the largest and most ambitious beachfront build ever staged at the festival. Multiple sponsor-ready environments elevated brand presence and guest engagement, while the professional-standard basketball court and performance stage became focal points for media coverage and celebrity appearances.

Crucially, the entire activation was delivered 100% within regulations, including final approval from the Mayor of Cannes, and was completed ahead of schedule. Sport Beach opened a day earlier than competing builds, ready to host a pre-Lions dinner before the festival officially began. The project set a new benchmark for scale, compliance and creativity on the beach at Cannes, reinforcing Cheerful Twentyfirst’s reputation for delivering extraordinary experiences and underlining Star Live’s expertise in realising complex creative ambition.