Luxury Soiree at La Malmaison

WPP Media and Snap brought their luxury research partnership to life at Cannes Lions 2026, hosting a luxury soiree at La Malmaison built around an immersive AR art exhibition. Clients put on Spectacles, walked through a gallery of portraits, and stepped directly into the art itself, all in service of one question: how is desire being created for luxury in the age of immediacy.

Stepping Into the Portrait: Clients sat down, put on Spectacles, and walked through portraits of celebrities and monarchs that responded to their presence. At one point they were inserted directly into the artwork. 🖼️

Shock, Surprise, and Delight, in That Order: The experience was built as a series of small surprises using technology that had never been used this way before. The natural order for any great reveal. ✨

A Lifetime of Painting Meets a New Medium: The artist behind the exhibition has spent his career exploring how painters trick the eye into seeing depth on a flat canvas. Spectacles let him do things that were never possible on a canvas, fully holographic and three-dimensional. 🎨

Desire in the Age of Immediacy: The research behind the experience spans nine countries and multiple luxury categories. The question driving it all: how does Gen Z experience luxury without ever needing to own it. 🛍️

The Future of How We Experience Art: This is not a one-off activation. Technology has turned art from a passive, one-way experience into a dialogue, and that shift is only accelerating. 🥂