Hoka x UTMB: 20 Years of Legend
Le Dacia UTMB Mont-Blanc It's the trail event of superlatives! This unmissable gathering took place from August 28th to September 3rd. Each year, the world's trail elite meets 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 goes around the mountain on a 171 km circuit with an elevation gain of over 9,960 metres! Superhuman!
Branding
For the occasion, our top agency Types accompanied Hoka, the first partner of UTMB®, in the branding of their living spaces and brand expression in Chamonix: the Alpina Eclectic Hotel Chamonix for the HOKA team, a chalet for press relations & the INTERSPORT FRANCE stores, SNOWLEADER & Snell Sports for the general public.
Deployment
Our 360° support continued through our Print expertise to ensure the brand's deployment throughout Chamonix.
The'Alpina Electric Hotel and Spa has been entirely decorated in the colours of this partnership. We decorated the reception area (exterior 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 also got a new look thanks to interior and exterior wrapping.
To showcase the latest Hoka innovations in the lobby, we've created a bespoke display. We built a partition and clad it with UV-printed adhesive, onto which we mounted shelves made of crystal PMMA. This play on transparency gave the impression that the trainers were levitating above the mountain.
Our teams also occupied the terrace of L'M brasserie, an iconic spot in the centre of Chamonix. The cocktail bar was transformed into a genuine beach hut, adorned with thatch and a cream-coloured camouflage tarp.
To add a distinctive brand element, our in-store display service custom-made the Hoka logo in the form of a soaring bird. We carefully fixed it to the roof of the shelter, 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.
Board
Throughout the week, Hoka was organising a seminar at the hotel. Our Pixeolab team managed all of the technical aspects of the conference cycle, providing the complete audiovisual equipment (sound system, microphones, lighting) and then overseeing the technical direction.
A closing gala was organised to mark the end of the event in style on Saturday 2nd September. We set up the audio and video systems at Hôtel la Folie Douce to properly celebrate the end of this legendary sporting rendezvous.
