Project Description



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.

  • Date : August 31st 2023
  • Place : Chamonix
  • Client : 187 COM

Key figures


from the press attended


of fondues served by the staff



customised with the Hoka logo




“It was a real pleasure working with you. Your good temper, your reassurance, your responsiveness and your seriousness were greatly appreciated. We look forward to working with you in the future.”
Elodie Lavesvre – Founder of 187 COM



“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.”

Rachel Drewett  – HOKA – EMEA PR MANAGER

Service provider

“Thank you for your seriousness and professionalism! The times and conditions were perfectly respected. Everyone was delighted and we were able to resume normal site operations this morning.”

Bénédicte Leclercq – Head of marketing at Compagnie du Mont-Blanc


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