Extensive pre-event preparation set the foundation, from early coordination with stakeholders to creative scenario planning and logistical design. MCI played a central role in designing, coordinating and delivering both events. The two full-day programmes combined ceremony, performance and hospitality. Both events showcased France’s global image of elegance, creativity and partnership, while underlining the cultural ties between France and Japan.
These ties were echoed in the France Pavilion’s overarching theme, “A Hymn to Love”, which explored love of self, others and nature through a poetic, sensory visitor journey. The symbolic gestures woven throughout the event programme reflected this deeper concept of connection and care.
For the Paris-Saï Celebration on 14 July, MCI coordinated a rich line-up of cultural and symbolic activities: a rugby activation with brand ambassador Antoine Dupont, floral tributes, world-record-setting giant origami and other pavilion activations aligned with Bastille Day. Set against the Pavilion’s theatrical design concept, the programme brought French creativity into dialogue with Japanese cultural codes.
For the Official Participants’ National Day for France, the team managed official ceremonies with the presence of French heavyweight judoka Teddy Riner (the first and only judoka in history to win 12 gold medals at the World Judo Championships) and well-known French actress Léa Seydoux. We curated the Partners’ Lounge and coordinated the live performance by Indochine and the cocktail reception.
A historic judo showcase organised in collaboration with the French Judo Federation (FFJ) and the Japanese Judo Federation (JJF) brought together all French and Japanese judo champions for the first time, symbolising the deep sporting and cultural ties between the two nations.
Additional highlights that reflected our creative programming included a performance by Maïa Barouh, whose work is a unique mix of traditional Japanese singing, electro, pop and rap with lyrics in French and Japanese; culinary artistry by Cheffe Blanche Loiseau of Loiseau de France in Tokyo, and a giant human Akai-Ito, symbolic of the Red Thread of Fate, a legend about invisible ties that connect people destined to meet, reinforcing the depth of the Franco-Japanese relationship.
Strategic planning, creative execution, seamless execution and collaborative spirit made these events a resounding success.
