Challenging the next generation on the artistic residence of tomorrow
The Club Med Live team is proposing a new challenge in collaboration with the EDH group (higher education in cultural management, creation, communication, design and architecture): an inter-school springboard that brings together students with multi-disciplinary profiles to tackle a creative problem:
"How can we continue to position Club Med Live as a desirable cultural player? "
The prize for the winning group is an all-inclusive weekend at a mountain resort of their choice in the summer (editor's note: the students went to Alpe Huez in June 2024).
A format that combines recommendation and learning
The springboard begins with a presentation by Club Med and the challenges of its Club Med Live artistic programme to set out the issues and expectations for the project. The announcement of the prize was a hit with the 130 students, who were divided into groups (one or two students from each school) to work on the recommendation.
To give these students, who will be working together for the first time, the Université des Talents team (Club Med's in-house training centre) ran a masterclass on teamwork and public speaking.
The Club Med Live team worked with the EDH teaching team to develop an issue that would put the students into action on a practical case in response to their respective theoretical training. With the preparation of the Club Med Live festival as a mirror image, the students were able to work on drawing up a communication strategy, revising the architecture of the event spaces and cultural mediation areas, curating artists and creatives and creating a new graphic identity.
A cross-disciplinary panel of professionals
After three days of intensive work imagining the open stages of tomorrow, the students took to the stage at the Comédie Odéon Theatre in Lyon to present their recommendations to a Club Med jury with a wide range of expertise:
Manon ANSQUER - Brand identity
Mathias MARIA - Events
Juliette LANHER - Architecture & Design
Anne-Claire DUMONT & Steve BOUS GUILLAMET - Training
Lucie GODDARD - Art Direction
Marie-Charlotte LEGRAND & Gatien TAMALET - Artistic programming & curation
Good surprises, and a winner
Exploring all possible avenues, the students delivered high-quality strategic recommendations, both in terms of content by playing on a conviction of artistic direction that infused the form with concrete applications.
In particular, one group based its recommendation on the idea of an "immersive journey into the world of art through the senses". The proposed graphic charter reflected this notion and encouraged the awakening of the 5 senses through music, painting and culinary creations.
Another group redesigned the architectural spaces in keeping with the spirit of Club Med, with feasible and environmentally-friendly solutions, using noble and ecological materials. Their aim was to create a new stage area for the Grand Massif theatre in Samoëns, a space that is difficult to use for human-sized performances.
At the same time, other students developed 360-degree communication strategies, with concrete action plans and content ideas for social networks, focusing on real experiences and 'UGC' content coming directly from artists and customers. The complementary organisation of an immersive international press trip to the Grand Massif Resort also caught the juries' attention overall.
In the end, the group that stood out was the one that responded to the greatest number of deliverables with a perceptible guiding principle. Nevertheless, the jury as a whole spotted some excellent proposals in each of the finalist groups and can now work on some of their ideas in-house.
Ideas deployed by Club Med Live
The graphic charter by Salomé PERCHAT from ICART school. This charter, oriented around different senses embodied in geometric shapes and colors, was used in all communication elements of the Club Med Live Festival 2024 in Grand Massif Samoëns. It was a great opportunity for the student to see her ideas come to life across all media: in print, on the hotel screens, and even in the aftermovie!
The CML talk during the festival served as a press conference. To make an impact on the press and media during the festival, the Club Med Live team followed the recommendation to take a new, more embodied angle for the program presentation.
Backstage articles mentioning our partners more clearly: thanks to the EDH springboard, the partners' logos are displayed at the top of the teaser visuals for our articles to highlight them and make our collaborations more visible.
