Jägerland at TFWA Cannes 2025 — Jägermeister Event Photography

Jägerland at TFWA Cannes 2025 — Jägermeister B2B Event Photography

Client: Jägermeister

Project: Jägerland — TFWA Cannes 2025

Location: Cannes, France

Event: TFWA World Exhibition & Conference

Role: Photographer

The project

In September 2025, during the TFWA World Exhibition & Conference in Cannes, I was invited by Jägermeister to photograph Jägerland, the brand's annual B2B event for its Global Travel Retail network.

Rather than taking place inside the TFWA exhibition itself, Jägerland creates a separate brand environment in central Cannes, bringing together Jägermeister's customers, partners and industry guests for an evening built around the brand, hospitality and networking.

For the 2025 edition, the Jägermeister team transformed Espace Croisette into what the venue described as the “Embassy of Jägerland”, creating an immersive environment for guests during the TFWA week.

Photographing a B2B brand experience

My role was to document both the event and the environment — from the overall atmosphere and branded spaces to the people, interactions and details that made the evening feel like a Jägermeister experience rather than a conventional corporate event.

The photography needed to work on several levels: showing the scale and visual identity of the event, capturing guests and networking moments naturally, and creating a library of images that could be used by Jägermeister across its Travel Retail communications.

This kind of event photography is particularly interesting to me because the photographs need to document more than what happened during the evening. They also need to communicate what it felt like to be there.

Jägerland has become a recurring part of Jägermeister's presence around TFWA Cannes. The event has also involved Double Dragon, a Paris-based agency, who created the creative concept and event production.