Confidential
Cannes,
Reimagined
"A dinner experience where the brand is built into every surface, every object, and every bite."
Confidential
"A dinner experience where the brand is built into every surface, every object, and every bite."
A private, invitation-only dinner during Cannes — featuring James Beard Award-winning Chef Kwame Onwuachi, custom-designed environments, and Bilt's brand partner ecosystem woven into every detail. No logos. No signage. Just design so intentional that the brand is felt in every object you touch.
A kinetic dinner where every course — and every reward — arrives on a custom conveyor belt.
A custom-engineered brushed brass conveyor belt — designed by Publicis Creative and fabricated by Bilt — runs the full length of a communal dining table, set outdoors in Bagatelle's garden facing the Bay of Cannes. Guests sit on both sides. Each seat has a sensor — when a course or object reaches your position, the belt pauses, a subtle light illuminates the item, and it continues. Between courses, the belt carries design objects and collectibles born from the Bilt × Publicis collaboration.
Before guests sit, the belt is already running. On it: a continuous flow of small flickering candles in brass holders, moving slowly through the twilight like a river of light. It's the first thing guests see when they enter the garden.
Kwame's 7-course menu arrives via the belt. Each dish sits on a custom plinth designed by Publicis. Some arrive under glass cloches that lift pneumatically at your position. The belt surface reflects the plating — brass below, food above — doubling the visual impact.
A matte black booklet arrives — a limited-edition collaborative zine between Bilt and Publicis. Custom illustrations, creative direction from both teams. It's part art object, part travel inspiration. A collectible that only exists at this table.
A glass dome arrives at each guest. Under each: a different limited-edition design object co-created by Bilt × Publicis — custom brass pieces, matte black collectibles, crystal tokens. No two are the same. Guests compare and trade.
30 seats. 30 buzzers. One amphitheatre. The dinner that plays back.
Bagatelle's amphitheatre becomes a luxury game show stage — conceived and produced by Bilt × Publicis. Each seat has a custom dining surface and a physical brass buzzer. A massive curved LED screen faces the audience. Between Kwame's courses, the screen comes alive with lightning-fast trivia and creative challenges. Correct answers earn real points, loaded live.
Extreme close-up photographs of iconic destinations — abstract, cinematic, shot by Publicis Creative. Could be anywhere. Guests buzz to identify the city. A live leaderboard updates in real time. The visual language is pure editorial.
A creative challenge. Guests are given a hypothetical brand and 60 seconds to pitch a campaign. The audience votes via their buzzers. It's a Cannes Lions stage in miniature — advertising legends and Bilt execs judging together.
Kwame takes over. Close-up video of his team preparing a dish. Guests buzz to identify the ingredient, technique, or Caribbean origin. Kwame heckles wrong answers from the cooking station. Winners get a signed cookbook.
The final round merges both worlds: "Design an experience that turns a rewards program into a cultural moment." 90 seconds. The best answer — judged by Bilt and Publicis leadership — wins a first-class trip. The bat signal fires.
A crime. A dinner. Seven courses. Seven clues. One of you did it.
At the center of the table: an empty glass vitrine. A placard reads "BILT CARD No. 001 / 24K / 1 of 1 / Status: Missing." Over 7 courses, each plate arrives with a clue — a beautifully designed physical object created by Bilt × Publicis. No actors. No costumes. The mystery is delivered entirely through objects and printed evidence. The tone is David Fincher, not dinner theater. Publicis Creative directs the entire narrative arc.
Heavyweight matte black card stock with gold foil type. Formatted like a first-class ticket to nowhere. Six of the 30 have a different departure time — a timestamp marking when the card vanished. Those six guests are persons of interest.
A small brass skeleton key on a leather cord, engraved with coordinates from cities around the world. Only one of the 30 keys opens a brass lock box hidden among the candles on the table.
Custom matte black matchbooks. Inside each: an abstract photograph shot by Publicis Creative. Five of the 30 contain words that, assembled in order, form a witness statement. Guests must compare to find the five.
Linen napkins screen-printed on the interior fold with a map fragment in deep navy ink. Four of the 30 show the X in a different position — those guests know where the card is, but not who has it.
A custom-minted brass coin with a jade-green patina edge. Each engraved with a number. The numbers are a cipher — decoded, they reveal a seat number at the table. One of the 30 coins is actual gold.
An indigo washi paper envelope — handmade texture, sealed with a brass clasp. Inside: a witness testimony. Cross-referenced with the boarding pass timestamps, only certain testimonies align with the real timeline.
A brass hand mirror with a hidden message etched into the anti-reflective coating, visible only by candlelight: "The card is under the seat of the guest who holds the gold coin."
A custom Bilt × Publicis light projection — not a logo, but a geometric mark — projected into the sky above the Bay of Cannes. Visible from La Croisette. No explanation. No URL. People who know, know. Everyone else wonders. It goes live at sunset and disappears when the last guest leaves.
In the days before the dinner, mysterious plinths appear across Cannes — co-branded Bilt × Publicis. Each one holds an object from the evening under glass — a clue, a brass token, a matchbook — with no explanation. They function as street-level ARG pieces: people photograph them, post about them, try to decode them. The connection is revealed the morning after.
The brand is never announced.
It is felt in every object you touch,
every surface you see,
every course you taste.