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  1. Production & Strategy
  2. Event Production & Fabrication

An Event Prof's Oasis: See Inside BizBash and Hubilo's Yacht Activation at Cannes Lions

We teamed up with the event tech platform to host "the ultimate trade show booth" during this year's Cannes Lions International Festival of Creativity.

Claire Hoffman
July 1, 2022

The space was named “The Hubilo Retreat” and was inspired by Hubilo’s creative identity, color palette, and geometric logo, along with the sights and sounds of the French Riviera. “The goal was to be really inviting, with greenery and lighting and warm branding,' explained Jessica Connolly, Hubilo's director of events. 'When you walked upstairs, it almost didn’t feel like you were on a yacht—you were transformed into another place.”The space was named “The Hubilo Retreat” and was inspired by Hubilo’s creative identity, color palette, and geometric logo, along with the sights and sounds of the French Riviera. “The goal was to be really inviting, with greenery and lighting and warm branding," explained Jessica Connolly, Hubilo's director of events. "When you walked upstairs, it almost didn’t feel like you were on a yacht—you were transformed into another place.”Photo: Overflow Creative
CANNES, FRANCE—
"The yachts at Cannes are the ultimate trade show booths," said BizBash chairman and founder David Adler during this year's Cannes Lions International Festival of Creativity, which took place in the south of France from June 20-24.

Adler was speaking on board BizBash's own yacht (or floating activation, if you will) that showcased creativity at the festival of creativity in a luxury, branded space with our partner, leading event technology platform Hubilo. Playfully named "The Hubilo Retreat," our inaugural outing at the high-profile festival was docked in a prime location just outside the Palais des Festivals—known as "yacht row" among festival attendees. It offered a relaxing and inspiring place for event and marketing professionals to connect via networking opportunities, shared meals, top-tier education sessions, entertainment, and more.

Adler referred to the yacht as a space for “managing serendipity.” “It’s about connecting people face-to-face, and creating programming that gets the right people to your place so they can have those casual interactions and create that community," he explained.

Throughout the week, the BizBash and Hubilo teams hosted top marketers and event planners from big brands like Instagram, LinkedIn, CBS, Amazon, Pinterest, Spotify, and many more, who joined everything from panel discussions to podcast recordings to an interactive, on-site scent lab, with plenty of moments for casual conversations and fun activities in between. The goal was to offer a unique space for the event professionals—many of whom were working long days on their own activations during the festival—to relax, recharge, and connect.

“Every detail that went into this experience was about connection," noted Michela Giovannotto, BizBash's director of brand experiences. "In the bustle of one of the largest festivals in the world, we hoped to create a serene place that would authentically bring people together in intentional ways.”

The success of the yacht also proves the power of partnerships, added Adler, noting that when BizBash and Hubilo first brainstormed how to make their debut at Cannes Lions, he was immediately excited to bring a thoughtful experience to the brands' shared audiences of event and marketing professionals.

Of course, he was also humbled about how to pull it off, Adler remembered. Enter marketing and event agency BMF, whose team has extensive experience activating at the busy festival and was tapped to help design and produce the experience. "BMF did a fantastic job," Adler said. "Their understanding of culture and marketing and branding really helped; they knew how important it is to create a stage presence that was like a theater. They created the set for us to have meaningful engagement with the Cannes community."

Jessica Connolly, the director of events for Hubilo, agreed. "What we pulled off in five or six months is amazing, and I want to give all the credit to the teams from BizBash and BMF for bringing our vision to life," she said.

Scroll down for a look inside the experience. 

BizBash and Hubilo's co-branded activation took place aboard Berzinc, a luxury yacht from Ocean Five Yachts. It was docked in a prime location directly adjacent to the Palais des Festivals for the duration of Cannes Lions, and aimed to offer a relaxing and inspiring place for event and marketing professionals from top brands to connect throughout the week with networking opportunities, shared meals, top-tier education sessions, entertainment, and more. It was produced by creative agency BMF. 'Through high-end hospitality and forward-thinking yet purposeful programming, this rejuvenating space for festival attendees pays homage to the art, scents, sounds, and tastes that define both classic and contemporary Côte d’Azur lifestyle,' said the BMF team in a pre-event interview.
BizBash and Hubilo's co-branded activation took place aboard Berzinc, a luxury yacht from Ocean Five Yachts. It was docked in a prime location directly adjacent to the Palais des Festivals for the duration of Cannes Lions, and aimed to offer a relaxing and inspiring place for event and marketing professionals from top brands to connect throughout the week with networking opportunities, shared meals, top-tier education sessions, entertainment, and more. It was produced by creative agency BMF.

"Through high-end hospitality and forward-thinking yet purposeful programming, this rejuvenating space for festival attendees pays homage to the art, scents, sounds, and tastes that define both classic and contemporary Côte d’Azur lifestyle," said the BMF team in a pre-event interview.
Photo: Overflow Creative
The space was named “The Hubilo Retreat” and was inspired by Hubilo’s creative identity, color palette, and geometric logo, along with the sights and sounds of the French Riviera. “The goal was to be really inviting, with greenery and lighting and warm branding,' explained Jessica Connolly, Hubilo's director of events. 'When you walked upstairs, it almost didn’t feel like you were on a yacht—you were transformed into another place.”
The space was named “The Hubilo Retreat” and was inspired by Hubilo’s creative identity, color palette, and geometric logo, along with the sights and sounds of the French Riviera. “The goal was to be really inviting, with greenery and lighting and warm branding," explained Jessica Connolly, Hubilo's director of events. "When you walked upstairs, it almost didn’t feel like you were on a yacht—you were transformed into another place.”
Photo: Overflow Creative
Panels, meals, receptions, and entertainment—including sets from local DJ Strictly Idris—kept guests moving and connecting throughout the space. “With the DJ, we wanted someone local that fit this retreat vibe—so some cool, funky, French, upbeat lounge music. And he just knocked it out of the park,' Connolly said. The space was intentionally designed with a flexible layout that could be changed based on programming needs, and umbrellas were strategically placed and moved as needed to protect guests from the heat. After the event wrapped, all furnishings were donated to a local charity.
Panels, meals, receptions, and entertainment—including sets from local DJ Strictly Idris—kept guests moving and connecting throughout the space. “With the DJ, we wanted someone local that fit this retreat vibe—so some cool, funky, French, upbeat lounge music. And he just knocked it out of the park," Connolly said.

The space was intentionally designed with a flexible layout that could be changed based on programming needs, and umbrellas were strategically placed and moved as needed to protect guests from the heat. After the event wrapped, all furnishings were donated to a local charity.
Photo: Overflow Creative
Canapés, rather than formal sit-down dinners, allowed guests to casually come and go according to their jam-packed festival schedules. Sponsor Whispering Angel kept the rosé flowing throughout the week.
Canapés, rather than formal sit-down dinners, allowed guests to casually come and go according to their jam-packed festival schedules. Sponsor Whispering Angel kept the rosé flowing throughout the week.
Photo: Overflow Creative
The BizBash team moderated five panels throughout the week, with speakers from the likes of CBS, Informa, Univision, Diesel, SelvaRay, and other top brands. Topics ranged from getting the most data out of your digital platform, to effective engagement strategies, to an event producers’ roundtable on what worked and didn’t work at this year’s festival. The content will be repurposed in a variety of ways to share with audiences who couldn't attend in person.
The BizBash team moderated five panels throughout the week, with speakers from the likes of CBS, Informa, Univision, Diesel, SelvaRay, and other top brands. Topics ranged from getting the most data out of your digital platform, to effective engagement strategies, to an event producers’ roundtable on what worked and didn’t work at this year’s festival. The content will be repurposed in a variety of ways to share with audiences who couldn't attend in person.
Photo: Overflow Creative
BizBash's David Adler, along with the editorial team, also recorded several podcasts and episodes of BizBash's Event Masters docuseries while on board the yacht. The team also explored the festival to film 'Person on the Street'-like interviews to get a pulse on what attendees were seeing.
BizBash's David Adler, along with the editorial team, also recorded several podcasts and episodes of BizBash's Event Masters docuseries while on board the yacht. The team also explored the festival to film "Person on the Street"-like interviews to get a pulse on what attendees were seeing.
Photo: Overflow Creative
When guests first stepped on board, they were welcomed with a cool, lavender-scented towel to combat the over-80-degree days. And once on the yacht, a map of the three-level space and signage that said 'Come explore a space that feels like it was made for you—because it was' served as another greeting. Sunscreen and hand sanitizer were placed at the entrance and in various spots throughout the space. The BMF team noted that for a yacht-based activation, it’s crucial to address outdoor elements like wind and heat, and also to think through constraints like a limited kitchen and any bolted-down furniture. They resolved this by carefully thinking through the guest journey through the yacht’s floorplan, and using some cleverly placed custom design elements and signage to keep guests comfortable and informed.
When guests first stepped on board, they were welcomed with a cool, lavender-scented towel to combat the over-80-degree days. And once on the yacht, a map of the three-level space and signage that said "Come explore a space that feels like it was made for you—because it was" served as another greeting. Sunscreen and hand sanitizer were placed at the entrance and in various spots throughout the space.

The BMF team noted that for a yacht-based activation, it’s crucial to address outdoor elements like wind and heat, and also to think through constraints like a limited kitchen and any bolted-down furniture. They resolved this by carefully thinking through the guest journey through the yacht’s floorplan, and using some cleverly placed custom design elements and signage to keep guests comfortable and informed.
Photo: Overflow Creative
The color scheme and branding continued to the interior of the yacht, which was used to record additional panels and podcasts in front of a Hubilo-branded wall. On the final day of the festival, it was also the site of a scent lab, hosted by Galimard, where guests could build their own fragrances to take home. “For the scent lab, we wanted people to be able to take something away from the experience—and again use a local vendor, and France is known for its perfumes and scents,' Connolly explained. 'So people will go home and put on their spritz and remember the time they had here with Hubilo and BizBash.”
The color scheme and branding continued to the interior of the yacht, which was used to record additional panels and podcasts in front of a Hubilo-branded wall. On the final day of the festival, it was also the site of a scent lab, hosted by Galimard, where guests could build their own fragrances to take home.

“For the scent lab, we wanted people to be able to take something away from the experience—and again use a local vendor, and France is known for its perfumes and scents," Connolly explained. "So people will go home and put on their spritz and remember the time they had here with Hubilo and BizBash.”
Photo: Overflow Creative
While the teams did add carpeting to protect the yacht's flooring, guests were also asked to remove their shoes—and invited to don comfortable, Hubilo-branded espadrilles, furthering the activation's 'retreat' feel. Fans branded with the phrase 'Hubilove' were also distributed, and guests were encouraged to take home coasters boasting a Spotify code of the on-board playlist.
While the teams did add carpeting to protect the yacht's flooring, guests were also asked to remove their shoes—and invited to don comfortable, Hubilo-branded espadrilles, furthering the activation's "retreat" feel. Fans branded with the phrase "Hubilove" were also distributed, and guests were encouraged to take home coasters boasting a Spotify code of the on-board playlist.
Photo: Overflow Creative
The activation offered a variety of fun, engaging experiences for guests, including Polaroid cameras to capture a memory.
The activation offered a variety of fun, engaging experiences for guests, including Polaroid cameras to capture a memory.
Photo: Overflow Creative
On the top deck was more seating, plus classic table games like Jenga and an oversize BizBash- and Hubilo-branded Connect 4.
On the top deck was more seating, plus classic table games like Jenga and an oversize BizBash- and Hubilo-branded Connect 4.
Photo: Overflow Creative
Cleverly placed design elements and signage made guests feel welcome and encouraged social sharing. For example, this table of to-go popcorn thanked guests for 'poppin' by' the Hubilo Retreat.
Cleverly placed design elements and signage made guests feel welcome and encouraged social sharing. For example, this table of to-go popcorn thanked guests for "poppin' by" the Hubilo Retreat.
Photo: Overflow Creative
On the main deck, a 'Welcome to Cannes' sign—which was illuminated at night—proved to be a popular photo moment.
On the main deck, a "Welcome to Cannes" sign—which was illuminated at night—proved to be a popular photo moment.
Photo: Overflow Creative
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