Creative France launched at Shoreditch House

Ambassador Bermann and Business France CEO Muriel Pénicaud launch London campaign to promote investment in French companies

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24 February 2016

French entrepreneurs and creative pioneers met in Shoreditch on Tuesday as a new campaign launched to showcase French innovation and creativity in the presence of Ambassador Bermann and Muriel Pénicaud, CEO of Business France.

Créative France is an international campaign to promote French economic development in the UK, France and around the world, and is the brainchild of Business France, the agency for the international development of the French economy.

Backed by pioneers such as star chef Hélène Darroze and designer Philippe Starck, the campaign draws on examples of French innovation in sectors such as food, technology, healthcare, tourism, transport, culture, luxury goods, fashion and design.

Among the innovations on show at the Shoreditch House launch event on Tuesday were Romy Paris, a Nespresso-like machine that makes fresh face cream, DJ turntable app Edjing, which emulates a real turn table, and the Sensorwake alarm clock which shakes sleepers from their slumbers with scent rather than sound.

Each innovation was showcased by one of the pioneers who brought it to market while a panel discussion explored the unique facets of French innovation and business culture.

Panellists included Jean-Baptiste Hironde (CEO and founder of Djit, creator of Edjing), Christophe Arnaud (UK Managing Director of BluepointLondon and Bluecity), Quentin Sannié (CEO and founder of Devialet) and Daniel Benamran (UK Managing Director of BlablaCarUK).

Ambassador Bermann said: "France is seeing strong development by young businesses that are looking abroad, and of course to London.

"In this room we have 12 talented French entrepreneurs who are living proof creativity isn’t just a concept."

Muriel Pénicaud, CEO of Business France, said: “Britain and France are two of the most innovative and pioneering nations in the world.”

“There are already many instances of collaboration between British and French entrepreneurs and France is an attractive destination for UK investors with almost 2,300 British companies employing more than 230,000 people in France.”

“We want to build on that success and that shared affinity for creativity and we hope this campaign will go some way to achieving that goal.”

Muriel Pénicaud also announced the winner of the #CreativeNext contest, Allegorithmic, an innovative company developing a new generation of 3D creation tools, used by the computer games, visual effects, design and architecture industries.

#CreativeNext was a Twitter competition to select a French innovative entrepreneur. The winner has the chance to be part of the wider Créative France campaign with a dedicated visual.

Follow the Creative France campaign on Twitter: @creativefrance #CreativeFrance

Published on 04/03/2016

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