With UNEXPECTED, Atout France is transforming Soirée France into <span style="color:#0D2E80;">a living immersion called “FRANCE SO NICE! </span>”, where the French art of living can be discovered, tasted and shared.
The highlight of the Rendezvous in France exhibition, the France Evening brings together 1,850 international tourism players.
The challenge: to transform this meeting into a unifying experience capable of promoting regions, know-how and French excellence, while promoting natural and qualitative exchanges.
Bringing the destination to life rather than presenting it.
With Nice as a starting point, we imagined an immersive and sensory evening in the heart of the territories.
Upon arrival, guests are immersed in a Mediterranean atmosphere.
Olive trees, citrus fruits, warm light, scents...
Here, the experience starts even before the first exchanges.
In the heart of the hall, the spirit of Cours Saleya comes to life.
A reinvented gourmet market, where each stand showcases a region, a product, a know-how.
We move freely.
We stop, we have a snack, we exchange.
Networking is no longer orchestrated.
It becomes natural.
In the center, the Market Square brings together:
an open space where conversations take place and where the evening finds its rhythm.
Throughout the evening, experiences create a bond, without ever forcing it.
Upon reception, guests draw a challenge card.
Find someone who speaks a language, share an anecdote, start a discussion.
A simple but extremely effective mechanism for breaking the ice.
A little further on, a wine wall is intriguing.
A bell, a mysterious hand, a glass served to the blind.
We taste, we guess, we exchange.
The game becomes conversation.
On the Market Square, petanque is becoming a universal language.
We play, we laugh, we meet without formality.
Next door, a collective fresco comes to life.
Each one leaves a trace, an image, a fragment.
Little by little, a joint work is emerging.
And everywhere, spontaneous meeting points:
immersive photobooth on the Promenade des Anglais, portraits revisited by AI, memories captured and shared.
Then the evening changes the tempo.
A saxophone rises.
A live band takes over.
And suddenly, in the midst of the guests, something happens.
A dancer appears.
Then another one.
Then a group.
The flashmob arises, surprises, brings people together.
The audience watches... then participates.
Energy is becoming collective.
Starting at 22:00 p.m., Place Masséna is transformed.
The stage becomes a dance floor.
The DJ takes over.
The evening turns into celebration.
La Soirée France leaves a lasting impression:
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