Julie Matikhine, Chief Brand Officer of the Olympic & Paralympic Games of Paris 2024, will unveil her revolutionary approach to branding the sporting event. Drawing inspiration from Parisian elegance, French chic and Art Deco influences, Matikhine has crafted a visual narrative that traces back to the 1924 Paris Olympics, connecting it with the present. Her innovative approach encompasses every aspect of the Game’s identity, from mascot design to colour palette, pictograms, and beyond. By challenging conventions, she seamlessly blends sport with style, shaping the most visual stunning Olympics in history. This strategy aims to convey a powerful message to both French society and the global audience, emphasising sports as a fundamental societal pillar and the crucial role of design in this mission.