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Home Contributors Kalle Oskari Mattila

Kalle Oskari Mattila

Soft Power

Brand France makes its LA 2028 Olympics play with sun, sport and savoir-faire

By planting its Olympic clubhouse on Santa Monica’s shoreline, France is turning the 2028 Games into a stage for cultural influence as much as sporting success.

4 min read

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Issue #191 | March 2026

The Monocle 100 - March 2026 - issue 191 magazine cover

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