What: Manor is using its Locarno store and festival partnership to combine cinema, gastronomy, VIP access and cultural brand-building.
Why it is important: The activation shows how department stores can use cultural sponsorship, hospitality and loyalty benefits to deepen customer engagement beyond shopping.
Manor is celebrating the 79th Locarno Film Festival through its long-standing partnership with the event, combining cultural sponsorship with exclusive customer experiences. From 5 to 15 August 2026, the retailer will support the festival through two main initiatives: the Pardo d’Onore Manor and a premium hospitality package for Manor World Mastercard holders. The Pardo d’Onore Manor recognises major figures in international cinema. In 2026, the award will be presented to American director Darren Aronofsky on 14 August at Piazza Grande. During the festival, Aronofsky will also present two of his films, “The Fountain” and “Mother!”. Manor is also using its Locarno department store, located near Piazza Grande, as part of the festival experience. Mastercard holders can book a package for two people at CHF 290, including an aperitif, dinner on the Pardo terrace overlooking Piazza Grande, red-carpet access, reserved VIP seats and the evening film screening. The initiative links cinema, hospitality, loyalty and lifestyle positioning.
IADS Notes: Manor’s Locarno Film Festival activation fits a broader strategy of using culture, hospitality and flagship experiences to position the retailer beyond conventional shopping. In February 2026, a Press Release on the Manor Cultural Prize showed how the retailer uses long-term cultural patronage, exhibitions and institutional partnerships to strengthen brand identity and community ties. Manor’s June 2026 FIFA World Cup campaign similarly demonstrated how major cultural and sporting moments can become multi-channel retail activations through merchandise, creative collaborations and themed experiences. The hospitality dimension is reinforced by Manor’s April 2026 partnership with Michelin chef Danny Khezzar in Geneva, where food became a driver of footfall, engagement and destination appeal. In January 2026, 24heures reported that Manor and the City of Lausanne were turning the department store façade into a public-facing cultural platform through artist-led installations. More broadly, Manor’s March 2026 CHF 200 million investment plan showed that flagship modernisation, experiential retail, digital innovation and differentiated shopping environments are central to its growth strategy.

Manor is celebrating the Locarno Film Festival with hospitality experiences for Manor Mastercard holders