Creativity in a Changing World

EDF Electric Days holds a particular place in our portfolio because it reflects one of the most essential qualities of creative practice: the ability to adapt.

When the Covid pandemic began, physical events and scenographic projects came to an abrupt halt, with no clear indication of when they might return. Almost overnight, an entire industry had to reconsider its methods, its formats and even the nature of the experiences it was able to create.

The challenge was especially significant for Electric Days. Originally conceived as a physical exhibition dedicated to EDF’s innovations, it was fundamentally built around presence: a place to visit, explore and experience. Suddenly, it could no longer be a destination. It had to become an interface—an online platform combining streamed conferences, interactive content and a new way of discovering EDF’s world through a screen.

The answer could not simply be a digital imitation of a physical exhibition. Nor could the circumstances be allowed to dictate an austere or diminished experience. We chose instead to build on the positivity of EDF’s identity, its graphic language and its colours, transforming the platform into a digital playground.

Inspired by the codes of gaming, the experience invited users to explore content rather than merely consult it. Navigation became movement, information became discovery and the presentation of innovation became an interactive journey. Playfulness was not added as decoration: it became the tool through which complex subjects could remain engaging, accessible and alive.

This project required us to rethink how we made images and how our disciplines could respond to an entirely new set of constraints. Scenography, storytelling and applied arts did not disappear when the physical space was removed; they evolved, finding a different form and a different field of expression.

Ultimately, EDF Electric Days reminded us that no particular medium or method should ever become an end in itself. Whether an experience takes place in a building, on a stage or through a screen matters less than the purpose it serves. The objective comes first—and every aspect of the creative process must be ready to transform in order to achieve it.