Creating a MIPCOM Icon
ITV Studios is one of the hottest TV creation, production and distribution studios in the world right now, home to Love Island, Queer Eye and Schitts Creek. ITV Studios brought 2Heads on to translate the vibe of their distinct content collection into a bijou branded home for guests of the international content market MIPCOM.
Inspired by their chic location on the Croisette in Cannes, 2Heads reimagined ITV Studios House into the ultimate destination for media professionals. Changing up how guests interacted, the House took a fresh approach to the market. Part Soho House glamour, part inspirational content, the House was the talk of the town at the Palais des Festivals de Cannes.
Centrally located in the heart of the MIPCOM market, the ITV Studios House stood out from the crowd with its modern take on the art deco glamour of Cannes famous seaside boulevard. No detail was ignored in creating a true destination for the media industry to experience the ITV Studios vibe.
From creating the iconic bar, to break-out booths for secluded conversations, the experience felt like stepping into a private members club.
The luxe interior offered plenty of ways to explore ITV Studios’ world of popular culture. A central sit-up bar transported guests to the iconic French Riviera, and a sun-soaked terrace offered loungers somewhere to enjoy the House’s Bento boxes. Every gilt-edged corner of the House came with discrete foliage-lined spaces to hold important conversations.
Content from ITV Studios’ 60+ production labels was sprinkled throughout the House; close up prints of their famous shows decorated the walls, and reels projected on exterior screens to immerse guests into the ITV Studios world.
SPREADING THE WORD
ITV Studios made their presence known throughout MIPCOM, not just with the coffee cups and tote bags but playing with the House’s Instagram-ability through a social media campaign that hit up ITV Studios fan base worldwide.
A comfy, people-watching space, the Terrace doubled as the location for ITV Studios gatherings and a chance to reflect on the sustainability efforts behind the House. Built from a courtyard of repurposed containers, the architecture of the new House radically reduced the event’s carbon footprint, from storage and transport to heating and furniture.