Hoka x UTMB: 20 years of legend
Le Dacia UTMB Mont-Blanc This is the trail event of superlatives! This unmissable event took place from 28 August to 3 September. Every year, the world's trail elite gathers in Chamonix, accompanied by 10,000 passionate runners, to participate in one of the event's 8 races.
The iconic Ultra Trail du Mont Blanc circles the mountain on a 171km circuit with an elevation gain of over 9,960 metres! Superhuman!
Branding
For the occasion, our agency types top accompanied HOKA, the first partner of UTMB®, in the branding of their living and brand expression spaces in Chamonix: the Alpina Eclectic Hotel Chamonix for the HOKA team, a chalet for press relations & the INTERSPORT FRANCE, SNOWLEADER & Snell Sports stores for the general public.
Deployment
Our 360° support continued through our Print expertise to ensure the brand's deployment throughout Chamonix.
The'Alpina Electic Hotel & Spa has been entirely decorated in the colours of this partnership. We have dressed the reception area (external facade, main entrance and check-in area, automatic sliding doors), the large conference room (walls, stage skirt, window graphics), the bar, the entrance to the spa relaxation area and the magnificent top-floor restaurant. The lifts have also had a makeover thanks to internal and external wrapping.
To showcase the latest Hoka innovations in the lobby, we created a bespoke display. We built a partition which we clad with UV-printed adhesive, onto which we fixed shelves made of crystal PMMA. This play on 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 spot in the centre of Chamonix. The cocktail bar was transformed into a real beach hut, adorned with thatch and a cream-coloured camouflage tarp.
To add a distinctive brand element, our POS service custom-made the Hoka logo in the form of a soaring bird. We carefully attached it to the roof of the kiosk, as if it were resting there.
Finally, a luxury chalet was planned to host the media. We provided the personalised decoration: pouffes in the event's colours, as well as XXL polystyrene letters cut in our workshops.
Control room
Throughout the week, Hoka was organising a seminar at 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 ensuring the technical direction.
A closing gala was organised to round off this event in style on Saturday 2 September. We set up the audio and video systems at Hôtel la Folie Douce, in order to properly celebrate the end of this legendary sporting event.
