It’s the word that has marked our year. The word we wanted to share with you as our industry struggles to recover from the difficult period caused by the pandemic. For more than a year, silence reigned across bars, restaurants and all places where people gather and ‘reconnect’ for a convivial moment. Despite the hardships, we still found ways to stay connected thanks to new forms of digital conviviality. For some of us, however, these ‘Zoom cocktails’ were not enough to satisfy the need for in-person conviviality based on sharing and exchange.
It’s a story of human strength and perseverance. Because, beyond the litany of restrictions and mandated shutdowns, countless initiatives emerged around the world to revitalise social interaction and prepare for the future. We chose to commemorate these efforts in France, the birthplace of our Group, by giving carte blanche to photographer Olivier Culmann. Olivier has created a documentary body of work based on 10 iconic spaces that reinvented themselves as ‘havens of conviviality’ during the pandemic.
It’s also the connection we have maintained despite the social distancing measures that have separated us, the Group’s employees and all ‘Créateurs de convivialité,’ as well as our partners, customers and distributors. This integrated report highlights all these partners over the course of six photographic series. Each series bears a unique witness to our relationship with our partners, regions and the spirit of conviviality.
Finally, this connection is made possible by data, where we have made several key investments to become a ‘Platform of Conviviality’ that connects all our brands with our clients, consumers and partners, in order to offer even more services, innovations and tailored product activations across all our markets.
This document also details these initiatives, which will guide us into the future with optimism, confidence and determination.