In Cannes, a handful of square metres can become, for a fortnight, among the most sought-after real estate in France. Brands, media, talent, agents, producers and content creators all converge there, each looking to connect and stand out at a Festival where attention has become a scarce resource. It is on this territory that Maison Cassirame now wants to change scale.
After three editions under the name Pop Up Influence, the concept devised by Aurélien Cassirame, founder of PR agency Caesar Caesar, is preparing its most ambitious venture yet for the 80th Cannes Film Festival in 2027. The concept takes the form of a 600 sqm duplex on La Croisette, with a rooftop terrace and swimming pool, designed entirely to host brands, talent, media, agencies and film industry professionals.
From influence to hospitality: a model in transition
For a long time, brand activations at Cannes were built chiefly around visibility: bringing in personalities, showcasing products, generating photos and content. But usage patterns are shifting. Talent need spaces to prepare and work, brands want to move beyond simple product placement, and media outlets are seeking easier access to personalities.
Maison Cassirame aims to bring these different needs together under one roof. Beauty, fashion, lifestyle, wellness, public relations, content creation, interviews, private events, exhibitions and talent preparation: the venue is intended to function as a genuine professional and events hub running alongside the Festival.
This evolution has taken shape gradually over the first three editions. In 2026, the venue hosted more than 300 talents and generated over 1,000 pieces of social media content, along with several dozen media placements. The Avener, Joyce Jonathan, Zélie and Jyeuhair were among those who took part in its event programme. Maison Cassirame also works with more than 15 French talent agencies to support their personalities during the Festival.
600 sqm on La Croisette for the 2027 edition
For the 80th Cannes Film Festival, Maison Cassirame will take a further step by moving into a 600 sqm duplex on La Croisette, complete with rooftop terrace and swimming pool, and unveiling a new set design and artistic direction. The ambition, however, is not simply to think bigger.
Maison Cassirame wants to bring together, under a single roof, worlds that still often operate in silos: brands, influencer marketing, public relations, media, talent and film. Brands will be able to showcase their products there, meet talent and media directly, and generate content. Creators and personalities will be able to prepare before red-carpet appearances, discover the brands present, or take part in the programming.
Journalists will be able to meet and interview personalities there, while talent agencies and productions will have a base capable of centralising some of their needs during the Festival. In this way, Maison Cassirame no longer wants to be simply a place to “be seen”, but an infrastructure where part of the Cannes ecosystem can work, meet and create.
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The end of Pop Up Influence, the birth of a lasting brand
This shift in scale also explains the disappearance of the Pop Up Influence name, used for the first three editions. The name had become too narrow for a project that no longer wants to confine itself to influencer marketing. The choice of Maison Cassirame signals an intent to build a lasting, identifiable brand capable of outgrowing the one-off event format.
Aurélien Cassirame, founder of Maison Cassirame, explains that the project started from influencer marketing because it was profoundly changing the way brands could exist during Cannes. But over three years, he says, the boundaries between influence, public relations, media, events and film have disappeared: the same talent move across these worlds, and so do brands. The ambition behind Maison Cassirame, he adds, is to create a place capable of bringing them all together — with Cannes 2027 marking its first edition at this new scale.
Towards a new hospitality battle in Cannes
For a few days each year, the Cannes Film Festival concentrates an exceptional density of brands, personalities, media and decision-makers. But in this saturated attention economy, simply being present is no longer necessarily enough to stand out. Maison Cassirame is betting on the opposite approach: thinking less about visibility as an end in itself, and more about creating the conditions in which encounters, content and opportunities can emerge.
This positioning reflects a broader shift in influencer marketing: after several years dominated by the race for audiences and impressions, brands are now looking to build experiences that can simultaneously generate content, desirability, public relations value and human connections. With its 600 sqm bringing together brands, media, influence and film, Maison Cassirame aims to become one of the new must-visit addresses on La Croisette.
At a glance by The Hospitality Tribune
Maison Cassirame unveils a 600 m² brand and talent hub for Cannes 2027
Founded by Aurélien Cassirame (Caesar Caesar PR agency), rebranding from Pop Up Influence after three editions
600 m² duplex on La Croisette, with rooftop terrace and swimming pool
Debuts at the 80th Cannes Film Festival in 2027
2026 edition hosted 300+ talents and generated 1,000+ social media contents
Positions as a professional hospitality hub for brands, media, talent agencies and film industry players
Works with 15+ French talent agencies during the Festival
