Stories ✕ AXA IM
A fully immersive live experience designed to reveal the different facets of the venue and enhance its architecture through a memorable, large-scale spectacle.
Client brief
How do you create desire for a place that has not yet been experienced?
Stories was not conceived as a simple office building, but as a complex ecosystem combining workspaces, services, dining and hybrid uses. The challenge was to transform a real estate promise into a tangible experience — shifting from a narrative to genuine desire.
Our response
An event designed as a full activation of the venue.
We orchestrated a global event conceived as a real-life activation of the site. Rather than a traditional frontal format, the experience activated the entire ecosystem and its stakeholders, integrating:
tenants as active participants
a culinary program at the heart of the experience, featuring Thierry Marx
local dynamics including inclusion initiatives, reintegration programs and the local creative scene
The event unfolded through three key sequences — arrival, celebration and immersion — creating a progressive rise in intensity and allowing guests to gradually appropriate the space. Scenography, lighting, performances, circulation, food and production were conceived as one coherent experience, directed end-to-end.
The highlight of the evening took the form of an original live spectacle bringing together dancers, performers and live music. Driven by light, this poetic performance brought the building powerfully to life.
The result: an inauguration that activated an entire ecosystem and allowed Stories to exist from its very first night.
TETRO
Saentys & Sodexo
BNP Paribas Cardiff, la Ville de Saint-Ouen, le chef Thierry Marx, l'agence Saguez Workstyle, le cabinet d’architectes Chartier Dalix, Sodexo et Saentys
Flora Mathieu