Organise a memorable party in an unusual location during the week of the UTMB
The 187 COM press agency challenged us to come up with an event concept and create a highlight in the Hoka (major partner of the UTMB) activation program. The expectations were clear: originality and a ‘wow’ effect, while remaining authentic and in keeping with the values of the brand and the discipline.
To meet these requirements, the project began with the search for a venue that would embody these ideals. There were two options: create a customised site or use an existing space that had never been used before. The chosen solution was to privatise the departure station of the Aiguille du Midi cable car, an unprecedented choice for an event in this iconic location.
During the management of the project, coordination with the various local players was crucial. Respecting local constraints was a priority. Two examples:
– Measuring and limiting noise pollution, using a decibel meter.
– Integrating and limiting visual pollution on the outside of the building. Using light projections in the brand’s colours, without displaying logos.
One of the major challenges of the project was to adapt to the operating hours of the site. The legendary Aiguille du Midi cable car is open to customers from 6am, non-stop until 6pm. Pre-assembly, assembly and dismantling had to take place in very limited time windows, in three-hour slots. This was made possible thanks to the collaboration of three outdoor architects from FEEL Expérience and six specialist sound and lighting engineers.
Thank you to the Compagnie du Mont Blanc, who placed their trust in us for the first privatisation of the cable car station, contributing to the success of this memorable evening, which became the highlight of UTMB week.