Welcome to Doors in 5, a new series from XP Land.
We launched at Cannes Lions — in partnership with LinkedIn and Experiential Collective. Brands are finally treating experiential as the main event and putting their money (and resources) where their mouth is. What nobody talks about is the bet underneath it, the version that almost got scrapped before it became the thing everyone's talking about.
Doors in 5 goes straight to the person who made that bet and asks them to account for it — five questions, live, before they know if it worked. We kicked off the series in a place that was teeming with brand activations — Cannes Lions 2026 — but we’ll have more doors opening soon, and well beyond experiential marketing.
For the debut episode, XP Land CEO Erica Boeke joins Kim Trieu, Experiential lead at Bloom Nutrition, founder of Experiential Collective and XP Council member, for a tour of the LinkedIn Rooftop at the Carlton during Cannes Lions 2026. Danielle Medeiros, LinkedIn’s Global Head of Tentpole Experiences, Events & Executive Engagement COE, shares why the brand built its largest presence at the festival yet, became “the place to B2B” and extended the experience through content designed to grow its community and the return on its Cannes investment.
TRANSCRIPT
Erica Boeke: Hi, I'm Erica Boeke, CEO of XP Land. And today we're here to debut a new series in partnership with LinkedIn and Experiential Collective. We are launching Doors in Five. And who better to join me on these Doors in Five tours than Kim Trieu?
Kim Trieu: We bring together our brand marketers on the brand side to really elevate the industry and see what's behind the scenes of these really big cultural moments like Cannes and SXSW.
Erica Boeke: Thanks for being here.
Kim Trieu: Yeah, we're so excited to be here. Yes, and let's go see more stuff.
Erica Boeke: We're here to talk to Danielle Medeiros. Come on! Come on down!
Kim Trieu: So tell me, where are we right now?
Danielle Medeiros: Welcome to the LinkedIn Experience at Cannes Lions. We are housed at The Carlton, the most epic location in all of the South of France, if I say so myself. And we built this amazing oasis off the Croisette. We have built more than we ever have in this space.
Kim Trieu: Okay, another question. What is the origin story? What started this all?
Danielle Medeiros: So we've been here for four years now. We wanted to go bigger and bigger and be known as the place to B2B. So we needed a real presence and to become more forward-facing. We were always very hidden behind closed doors.
Erica Boeke: Did you just say the place to B2B? OMG.
Kim Trieu: Okay, wait, that's great. That's great. Okay, well, tell me why does that matter? Why does B2B matter? How does this all matter?
Danielle Medeiros: B2B has forever been stuck with this stigma of being boring, and there's a lot of B2B here at this festival. And everyone is activating with a B2C mentality in a B2B world, and we wanted to showcase that.
Experiential for the first time is getting its day in the sun. This is where you have to be. If you're not here, you're missing out. You're missing out on the meetings, the conversations, the thought leadership, the content creation. And so we have to be here. We're not going anywhere.
