Hoka x UTMB: 20 years of legend
Le Dacia UTMB Mont-Blanc is the trail event of superlatives! This not-to-be-missed event took place from 28 August to 3 September. Every year, the world's trail elite gather in Chamonix, accompanied by 10,000 passionate runners, to take part in one of the event's 8 races.
The iconic Ultra Trail du Mont Blanc circles the mountain on a 171km circuit with a vertical drop of over 9,960 metres! Superhuman!
Branding
For the occasion, our agency types top accompanied HOKAthe first partner of the UTMB®, in the branding of their places of life and brand expression in Chamonix: the Alpina Eclectic Hôtel Chamonix for the HOKA team, a châlet for press relations and the INTERSPORT FRANCE, SNOWLEADER & Snell Sports shops for the general public.
Deployment
Our 360° support continued through our Print expertise to ensure the brand was deployed throughout Chamonix.
L'Alpina Electic Hotel & Spa was entirely decorated in the colours of this partnership. We dressed the reception area (exterior frontage, main entrance and check-in area, automatic sliding doors), the large conference room (walls, stage skirt, window dressing), the bar, the entrance to the relaxation spa area and the magnificent restaurant on the top floor. The lifts have also been given a new look, with interior and exterior covering.
To showcase the latest Hoka products in the lobby, we created a made-to-measure display unit. We made a partition that we covered with UV-printed adhesive, to which we attached shelves in crystal PMMA. This play of transparency gave the impression that the trainers were levitating above the mountain.
Our teams also took over the terrace of the Brasserie de l'M, an iconic venue in the centre of Chamonix. The cocktail hut was transformed into a real straw hut, dressed in thatch and a cream-coloured camouflage tarpaulin.
To add a distinctive element to the brand, our POS department made the Hoka logo to measure, in the form of a hovering bird. We attached it delicately to the roof of the straw hut, as if it were resting on it.
Finally, a luxury chalet was provided for the media. We provided the personalised decorations: footstools in the colours of the event and XXL polystyrene letters cut out in our workshops.
Control room
Throughout the week, Hoka organised a seminar in the hotel. Our Pixeolab team managed all the technical aspects of the conference cycle, providing the complete audiovisual equipment (sound system, microphones, lighting) and then running the control room.
A closing gala was organised to round off the event in style on Saturday 2 September. We set up the audio and video facilities at the Hôtel la Folie Douce to celebrate the end of this legendary sporting event in style.
