EXCLUSIVE: Michael Kassan's 3CV Is Spending $3M on a Cannes Beach Takeover

One year since it opened its doors, Michael Kassan's 3C Ventures is planting its flag in the sand at Cannes Lions with a multimillion-dollar beach takeover.From June 16 until June 19, Plage 3CV will convene brands, agencies, innovators, and big names from tech, sports, and entertainment for talks, networking, and bespoke luxury experiences. "Activating at Cannes Lions isn't just symbolic, it's strategic," Kassan told ADWEEK. ADWEEK understands the budget for the activation is around $3 million, a significant chunk of 3CV's total Cannes Lions allocation, which a source with knowledge of the matter said was circa $5 million. "We’ve designed Plage 3CV as a magnetic confluence of creativity, insight, and luxury on the French Riviera—an immersive environment that honors the festival’s heritage while accelerating its future," the media mogul said. Plage 3CV is 600 meters away from the festival's main hub at the Le Palais des Festivals et des Congrès de Cannes. It's also close to popular meeting spots, including the Carlton, Majestic, and Martinez hotels. The business will also co-host an intimate Cannes kickoff dinner party at Hotel du Cap-Eden-Roc in neighboring Antibes on 16 June with iHeartMedia and Disney. Cannes Lions adjacent activations are becoming increasingly expensive and extravagant as tech giants, vendors, agencies, and more vie for senior attendance and social buzz. Months before the 2025 festival, holding group Stagwell has announced plans to bring athletes, including Erin Andrews and Sir Mo Farah, to its Sports Beach. On the official event side, Cannes Lions Creator program is returning for the second year, featuring speakers like Kai Cenat and Amelia Dimoldenberg. 3CV's big-budget activation is a pivotal moment for Kassan, who established his new "consulting, convening, and co-investing" venture in June 2024. Its launch came months after the CEO's unceremonious split with former business Medialink and subsequent legal mud-slinging with its owner, United Talent Agency (UTA). Michelin Star dining, perfume, and private meeting rooms 3CV's residency will be split into four areas, including a networking and programming hub. Talks lined up so far cover topics including AI, sports marketing, and culture-led marketing. A Mediterranean-inspired restaurant will be open daily, serving dishes from fresh truffle burrata to caviar. A second, more casual cafe will offer coffee, aperitifs, and happy hour drinks at sunset, hosted by martech company Zeta Global. Execs will need to register to attend. The pièce de résistance is a private space for senior execs, that will host meeting rooms (a la MediaLink Beach), and bespoke experiences. Exclusive events here include a dinner with two-time Michelin star chef Denis Fétisson and a sensory dining experience crafted by Parisian culinary pop-up We Are Ona. There's also a "personalized olfactory" moment with a perfumer. Food will be served all day at the brasserie All this will be soundtracked by daily sets from DJ Spider, accompanied by complementary Avaline Rosé. Kassan said he wants to create an "exclusive oasis," designed as an alternative to the "overly commercialized activations" that often feature at the festival. He described it as "a refined experience tailored to industry leaders." As with MediaLink Beach, senior execs will be able to book private meeting suites on the seafront The exec said while brand visibility matters as 3CV marks its first birthday, the company was not approaching this as a "product showcase or consumer experience." "Instead, we’re creating an elevated environment designed specifically for industry leaders to convene, collaborate, and establish meaningful relationships," he said. Continuing a Cannes legacy Weeks after its launch, 3CV made its debut at Cannes Lions in 2024 with a buzzy cocktail party at Hotel du Cap. Meters away, Kassan's former company MediaLink, and parent company UTA, hosted their own celebration with a live performance from Lenny Kravitz. This is the first time 3CV will join its rival on the strip, though, along with Meta, Stagwell, and Spotify. After taking a spot behind the Palais in 2024, MediaLink Beach will move further up the Croisette this year, close to the main security checkpoint, an eight-minute walk from Plage 3CV. Since 2003, Kassan and Medialink have played a role in transforming Cannes Lions from a niche advertising event to a high-level networking destination, connecting tech and media execs with talent. Celebrity appearances have ramped up in recent years, with everyone from Ryan Reynolds to Naomi Campbell attending the festival. In 2017, Cannes Lions' former owner, Ascential, acquired MediaLink for up to $207 million, underscoring the value both had brought to the festival. UTA subsequently snapped up MediaLink in 2021. The space will host a variety of talks throughout the week So what will success look like for Kassan after more than three decades of making the annual pilgrimage to the South of France? Guests departing with new relationships that transcend the Croisette. "In the months following Cannes, we hope to see our impact reflected in the partnerships that began with a conversation at our chef's table or deals that were conceived during a sunset gathering on our terrace," he said. "While Plage 3CV offers an environment that never feels transactional, we take pride in facilitating significant business outcomes that drive our industry forward." ADWEEK House will return to Cannes Lions from June 15 - 20 for a week of conversations, networking events, and more. You can register here. Correction: May 7 at 3.35pm - This article was updated to reflect that 3CV will be co-hosting only one event with Disney and iHeartMedia, not several. Correction: May 8 at 12.07pm - This article was updated to reflect that MediaLink's beach would not be situated behind the Palais for 2025.

Cannes Lions

EXCLUSIVE: Michael Kassan's 3CV Is Spending $3M on a Cannes Beach Takeover

A Michelin-starred chef, bespoke perfumery, and Avaline Rosé await execs between talks and networking

Rebecca Stewart

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