Creating a MIPCOM Icon

ClientITV Studios
Services
Live
IndustryMedia
ProjectMIPCOM
LocationCannes, France

We give a make-over to one the biggest media and entertainment brands at MIPCOM 2023

Turning a house into a home at one of the world’s biggest content markets

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.

01 The Brief

Creating The Idea

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.

02 The Challenge

Designing with a difference

The greatest challenge was reimagining the entire environment within a year, creating a new concept that felt fresh and completely different to not only what came before, but from our more traditional peers. 2Heads crafted a social destination that used the best in interior-design techniques and guest-journey strategy to create the ultimate immersion into ITV Studios.

With ITV Studios’ prestigious history and reputation as a global content powerhouse, our challenge was to create a design that not only looked flawless but also aligned with their values of sustainability. Located in Cannes, the space needed to reflect the elegance of the French Riviera while serving as a functional and inviting environment for their partners.

To achieve this, we introduced a modern aesthetic with a white-washed exterior to reduce heat absorption and promote energy efficiency. The interiors featured soft pastel tones, complementing the relaxed Riviera vibe, while the exterior terrace offered a stunning space for networking and enjoying the coastal ambiance.

03The Process

Planning

The ITV Studios House was designed to be a creative hub where our guests could immerse themselves in the unique elements of our brand while doing meaningful business. An escape from the corporate stands in the exhibition centre and the transient feel of the market, we created a haven from the madness that felt like an exclusive club.

Brand Promotion

We promoted ITV Studios to the world through brand osmosis that was less formal and more bijou. We used editorial behind-the-scenes shots to promote shows instead of traditional key art. We turned the outside terrace into a space to lust over. We embraced a more flexible approach to sharing content, combining fixed-screens and tablets, where visitors could sit and watch content in comfort.

Sustainability

The ITV Studio House was designed as an eco-conscious environment, with sustainability woven into every aspect. We reused 55% of a previous container structure, reducing the need for new materials, while the remaining structures were recycled. Storage and logistics were optimised to minimise carbon output, and thoughtful choices like eco-friendly paints, energy-efficient LED walls, and reusable greenery contributed to a reduced carbon footprint.

04 Solution

Experience Everything

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.