France presents its creative credentials

Alice Faure - 24/02/16

London, Tuesday 23 February 2016 – French entrepreneurs and creative pioneers descended on Shoreditch on Tuesday as a new campaign launched to showcase French innovation and creativity.

Créative France is an international campaign to promote French economic development in the UK and around the world.  The campaign 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.

These innovations and others involved in the campaign, from the likes of Airbus and Deezer, bear testimony to the innovative strength and creativity of the French business community.

Each innovation on display at the launch event 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).

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, CEO of Business France.

Muriel Pénicaud also announced the winner of the #CreativeNext contest: Allegorithmic is an innovative company developing a new generation of 3D creation tools, used by the computer games, visual effects, design and architecture industries. #CreativeNext is a Twitter competition to select a French innovative entrepreneur. The winner will have the chance to be part of the wider Créative France campaign with a dedicated visual.


More on Créative France is available:

in the digital press folder:

on the campaign website:

The France Attractiveness Scoreboard is available at:

Follow us on Twitter: @creativefrance

About Business France

Business France is the national agency supporting the international development of the French economy, responsible for fostering export growth by French businesses, as well as promoting and facilitating international investment in France.

It promotes France’s companies, business image and nationwide attractiveness as an investment location, and also runs the VIE international internship program. Founded on 1 January 2015 through a merger between UBIFRANCE and the Invest in France Agency, Business France has 1,500 personnel, both in France and in 70 countries throughout the world, who work with a network of public- and private-sector partners. For further information, visit:

Press contact

Fran Lambert

Communications & Marketing Adviser

Business France United Kingdom

+44 (0)20 7024 3613

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Créative France Créative France is the story of accentuating the ‘creative’, both literally and figuratively. It’s the story of a different approach, of the spark ignited by phrases and by words and images. It’s the story of an airliner that gains a second deck, of a coding school that becomes a nexus for learning, of a pastry that is coveted like a precious jewel. It’s the story of a strong visual identity that is at once bold, elegant, prominent, modern, dynamic, surprising, flexible and unifying. It’s the story of a creative, unconventional campaign that highlights our country’s full range of strengths, skills and savoir-faire. And for good reason – France is at the forefront of technology, design, industry and education, to name but a few sectors. It’s the story of France today: solid fundamentals enhanced by an outstanding ability to innovate and a constant push to break new ground. Equal parts pla


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