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The Pullman xChange program embodies Pullman’s (Accor Group) vision of fostering innovation and cultivating lasting connections through meaningful exchanges. For its Paris edition, centered on the theme “The Source Code,” the goal was to offer an immersive and distinctive experience to an audience of about twenty international lifestyle journalists, including representatives fromArchitectural Digest and Madame Figaro China.
The challenge for Pullman was to strengthen its positioning as an innovative and culturally engaged premium hotel brand by offering a memorable artistic experience and generating authentic, high-quality content for international media.
In this context, Studio Artera was asked to facilitate the design and coordination of this custom-designed artistic activation, ensuring it resonated as strongly as possible with the brand’s values and the expectations of the target audience.
Studio Artera orchestrated the collaboration between Pullman and Itchi, an icon of French collage.
Itchi draws from her own personal archives, blending color and graphic design to create collages that resonate with the subject’s story. We designed and facilitated an exclusive two-hour collage workshop, conducted entirely in English to fully engage the international participants.
Our role encompassed the entire cultural engineering aspect of the project: the meticulous selection of vintage Itchi imagery that echoed Pullman’s legacy; the design of an educational format allowing each participant to create a unique A4 composition on the theme of Paris; and the set design and installation of the creative workshop space, equipped with personalized kits.
The result: a collaborative creative experience that provided Pullman with compelling editorial content, driven by an audience of international journalists who were directly involved in the experience.
