Curating the Croisette: Lexden Luxe supports AssoYachtMAG‘s international launch during the Cannes Yachting Festival 2026.
On September 10, the Cannes Yachting Festival 2026 filled the bay with fleets of owners, brokers and builders. But a quieter evening was taking shape a short walk away at Vilebrequin La Plage on the Croisette. It was there that AssoYacht launched the 2026 international edition of AssoYachtMAG. Behind the scenes, shaping the evening from concept to execution, was Lexden Luxe.
A brief built for owners
AssoYachtMAG had already made its debut three weeks earlier in Porto Rotondo, on August 19. Cannes was its first step beyond Italian shores, and the brief was correspondingly precise. To reach the association’s owners, partners and the wider circle of professionals converging on the Yachting Festival without without the evening reading as a trade launch.
Lexden Luxe’s answer was to move the format toward something closer to an evening among peers. A curated champagne experience, staged in a setting that let the magazine’s audience relax into the evening rather than be pitched to. It’s a distinction that sits at the heart of how Lexden Luxe approaches events for ultra-high-net-worth audiences. The difference between an occasion designed to be attended, and one designed to be remembered.
Continuity as strategy
The champagne itself came from Maison Taittinger, and the choice wasn’t incidental. The house had recently featured in AssoYachtMAG‘s pages, in our article dedicated to Sardinia’s five most iconic toasts. Bringing that partnership off the page and onto the Croisette let Lexden Luxe turn a print collaboration into a lived moment. The kind of continuity between narrative and experience that tends to leave a stronger impression on an audience than a standalone event ever could.
The evening was staged in partnership with Navigo International, the international-development arm of Navigo, Tuscany’s largest network of nautical businesses and one of the more established players in the sector across Europe. Folding that partnership into the evening gave AssoYacht’s young title an immediate connection to a wider, pan-European network.
Beyond the room
For Lexden Luxe, the Cannes launch offered a compact case study in what curating for this audience actually means. Reading a client’s ambitions correctly, matching the format to the room rather than the room to the format, and using every element to reinforce a single message.
