Hoka Station Party
Aiguille
privatization !
custom-made with the personalized Hoka logo
fondues served by the staff
from the press were present
Project
History
The 187 COM press agency challenged us to come up with a concept for an evening event and create a highlight in the activation program for Hoka (a major partner of the UTMB). The expectations were clear: originality and a “wow” effect, while remaining authentic and in line with the values of the brand and the discipline.
To meet these requirements, the project began with a search for a venue that would embody these ideals. There were two options: create a bespoke venue or use an existing, unique space. The solution chosen was to privatize the departure station of the Aiguille du Midi cable car, an unprecedented choice for an event at this iconic location.
During the management of the project, coordination with the various local stakeholders was crucial. Compliance with territorial constraints was a priority. Two examples:
– Measuring and limiting noise pollution using a decibel meter.
– Integrating and limiting visual pollution on the exterior of the building. This was achieved through light projections in the brand’s colors, without displaying logos.
One of the major challenges of the project was adapting to the site’s operating hours. The legendary Aiguille du Midi cable car is open to customers from 6 a.m. until 6 p.m. Pre-assembly, assembly, and disassembly had to take place within very limited time slots of three hours each. This was made possible thanks to the collaboration of three outdoor architects from FEEL Expérience and six sound and lighting technicians.
We would like to thank the Compagnie du Mont Blanc for placing their trust in us for the first private hire of the cable car station, thereby contributing to the success of this memorable evening, which became the highlight of the UTMB week.
Testimonies
“It has been a real pleasure working with you. Your good humor, reassurance, responsiveness, and professionalism have been greatly appreciated. We therefore hope to have further opportunities to collaborate with you.”
“The Party was a massive succes. Thank you to all, and your teams. I know how much hard work went into making last night perfect, and we are so appreciative ! Incredible work.”
“Thank you for your reliability and professionalism! The schedule and conditions were perfectly respected. Everyone was delighted, and on our side, operations at the site were able to resume normally this morning.”
