Every summer, Chamonix becomes the global epicenter of the outdoors, an environment saturated with marketing activations. To stand out, i-Run and Fraich’Touch co-created The House of Mountains, a pop-up venue and a true hub of cultural, sporting, and artistic convergence. This initiative, praised for its reach and unifying nature, is recognized as a nominee in the Communication Campaign of the Year category at the Trail Running Awards.
The Challenge: Creating an iconic venue in a saturated market
The starting point of the project was to bridge a gap: the absence of a single venue in Chamonix capable of bringing together brands, athletes, media, and enthusiasts in a unified experience.
Located in the legendary Brasserie de l’M, The House of Mountains aimed to create a memorable experience that would benefit the community and leave a lasting impression.
The project is the result of an unprecedented collaboration between i-Run, Fraich’Touch, and artist Supraw. Integrating Supraw's artistic universe, notably through his character "Will," gave the venue a strong, immersive visual identity—a rare feature in this sector.
An immersive, multisensory experience
For three months (June to September), the 550 m² space was transformed into a complete outdoor ecosystem:
1. Useful and free services
The activation focused strongly on practicality for the runner:
i-Run Lab: Chamonix's first multi-brand footwear testing area, allowing visitors to compare new releases in real-world conditions with expert advice.
Recovery area: A comprehensive infrastructure (cold plunges, pressotherapy, massage) provided free of charge to athletes. This service was heavily utilized by participants in local races.
Routes: A selection of iconic trails created in collaboration with benchmark partners (Garmin, Les Others).
2. The outdoor cultural center
The House of Mountains was not limited to sport alone. It served as a cultural and media hub, featuring:
Talks and meet-and-greets between more than 50 renowned athletes (including Mathieu Blanchard, François D’Haene, and Ludovic Pommeret) and the public.
A bookstore-café, a screening room, and podcast recording setups.
Showcase exhibitions highlighting the valley's sporting heritage in partnership with the Chamonix Sports Club.
The Impact: An essential convergence point
The House of Mountains quickly surpassed its initial status to become a must-visit destination in Chamonix during the summer season.
Visitor numbers were significant (over fifty thousand visitors during the period), and the venue successfully united all stakeholders, from the 30+ active brands to numerous athletes and talents. The initiative generated strong online visibility, amplified by athletes, media outlets (Canal+, L’Équipe, RMC, etc.), and the visitors themselves.
The initiative successfully created a "common home" that allowed brands to express themselves in an authentic setting and enthusiasts to live a unique experience. Social media feedback praised the "new HQ in Cham" and "the location and concept," bearing witness to the success of this fusion between sport, art, and sharing.
This ephemeral yet impactful activation, which redefined how mountain culture is celebrated, is recognized for its impact in the Communication Campaign of the Year category.
