CANNES, France—When talking about experiential at the Cannes Lions Festival of Creativity, Instagram’s installations should be at the top of your list.
Always a festival highlight, the social media platform worked with world-renowned artists, like Adweek Creative 100 honoree Es Devlin, to create stunning installations. This year, Instagram worked with Amsterdam glass artist Germans Ermičs to create “Where the Rainbow Ends,” a prismatic light installation that mimics rainbows.
The structure stands at Facebook Beach at Cannes Lions, just a stone’s throw from the water, and is covered in rainbow-gradient, mirrored panels. Inside, the installation requires visitors to remove their shoes to step on an all-white surface that reflects light under a crystal/prism projector. The whole thing is a perfect opportunity to “do it for the ‘gram.”
“This installation was inspired by a rainbow. I work with color, so it’s a very important aspect of my work,” Ermičs said.
Not only was this the artist’s first time in Cannes, but the “Where the Rainbow Ends” collaboration with Instagram was Ermičs’ largest piece of work to date.
“I was really excited because this collaboration allowed me to bring my work to a new scale,” he said.
Since 2016, Instagram has made a point to create an experience at Facebook Beach at Cannes, which in the past has included a waterfall that attendees could jump in with noted photographer George Lange, Alexa Meade’s 3D to 2D living portraits and a “story of stories” that integrated Instagram Stories from world-renowned artist and designer Es Devlin.
Instead of asking how they can outdo themselves each year, Damien Baines, who leads experiential marketing at Instagram, said the team asks how they can do it different than the year before.
“We have traditionally done (Cannes’ activations) as a one-off, but we’re looking to see how we can actually scale this and bring what we create here to other festivals and moments throughout the year,” Baines said.
The installation is open to the public throughout the festival.