While festivals have shaped the trends of the warmer months, winter sports resorts are now taking over the role of the big stage. Brands are using the alpine backdrop to reach exclusive target groups and create unforgettable experiences.
In this blog post, we show you how Porsche, Louis Vuitton, Hugo Boss & Co. are conquering the winter – with pop-up stores at 2,300 meters, branded gondolas and luxurious ski lounges.
Whether it’s a pop-up store, exclusive lounge or branded gondola – if you want to stand out, you have to go where others go on vacation. The piste becomes the stage. The product becomes an experience. The brand becomes an adventure.
One thing is clear:Winter is becoming a hotspot for brand experiences.
Highlights from the ski slopes
Porsche – Adrenaline in the “Fun Zone”
Porsche opened the world’s highest pop-up store at 2,300 meters above sea level in Méribel. The brand presented vehicles in a glass sphere, including test drives on snow and off-road.
Turning the car experience into a snow sensation.
Louis Vuitton – Exclusive elegance in the snow
In the Japanese ski resort, Louis Vuitton set up a pop-up store for ski fashion, jewelry and leather goods. With hot stamping and personalized engravings.
Luxury meets lifestyle in the middle of Winter Wonderland.
ZARA – Ski fashion you can touch
Zara brought its ski collection to the Alps. With an immersive store and snow-covered mountain motifs as a backdrop.
This is how fashion-oriented brand loyalty works in the Alpine region.
Hugo Boss – Ski Like A BOSS
As Presenting Partner of the Hahnenkamm Races 2024, BOSS was omnipresent. From starting gates to capsule collection. Highlight: the “Be your own BOSS” jacket with NFC payment.
Sponsoring with substance instead of logo placement.
Kiehl’s – UV protection meets après-ski
With the Ski Lounge in Jackson Hole, Kiehl’s not only offered visibility, but also real added value: sun protection, advice, sampling & VIP lounge directly on the slopes.
Care meets piste break – it couldn’t be smarter.
Birkenstock – comfort meets body feeling
A chalet in the French ski resort became a brand world with foot massages, yoga, snowshoe hikes & pop-up store.
Brand values brought to life – far beyond shoes.
Prada & gondolas – Flying high in style
Prada branded 190 lift pillars and gondolas in St. Moritz & Gstaad, with up to 30,000 visual contacts per day.
Discreet presence, maximum effect.
What can you take away from these examples?
- Multi-sensory experiences are on the rise
- Winter sports become a stage for premium productions
- Experiences are big, tactile and fascinating
- Every Brand World has a “Shareable Moment”
- Exclusivity creates desirability → more side events for “special guests”
- Storytelling is more important than traditional advertising
What can you do specifically?
- Think about how your brandwith all sensescan be experienced
- Develop astrong eye-catcherthat attracts attention
- Create anexperience that people want to share
- Offer aVIP experience for real brand fans
- UseInfluencers in the right setting– with authentic content
If you are currently facing the challenge of bringing your brand to life, then get in touch withKESCH.
We love taking brands to the next stage.
KESCH – Pioneer of the brand experience
KESCH has been a pioneer in experiential marketing for over 15 years, creating brand worlds for the world’s biggest brands. Experiences that impress, touch and deliver measurable results. With a focus on emotion, relevance and creativity, we develop customized concepts that inspire target groups in the long term.
Our projects set industry standards and this is proven not only by the numerous cases, but also by the awards we win every year.