The House of Mountains: trail, art and culture meet in Chamonix
Every summer, Chamonix becomes the world's outdoor epicenter, an environment saturated with marketing activations. To stand out from the crowd, i-Run and Fraich'Touch have co-created The House of Mountains, an ephemeral venue and a veritable center of cultural, sporting and artistic convergence. This initiative, hailed for its scope and unifying character, has been recognized as a candidate in the Communication Campaign of the Year category at the Trail Running Awards.
The challenge: Create an iconic venue in a saturated market
The starting point for the project was to fill a gap: the absence of a single venue in Chamonix capable of bringing together brands, athletes, media and enthusiasts in a single experience.
Housed in the legendary Brasserie de l'M, The House of Mountains aimed to create a memorable experience that would benefit the community and last a lifetime.
The project is the fruit of a unique collaboration between i-Run, Fraich'Touch and artist Supraw. The integration of Supraw's artistic universe, notably through his character "Will", has given the place a strong, immersive visual identity, a rare element in the industry.
An immersive, multi-sensory experience
For three months (June to September), the 550 m² space was transformed into a complete outdoor ecosystem:
1. Free, useful services
Activation focused on the usefulness for the practitioner:
i-Run Lab: Chamonix's first multi-brand shoe-testing area, where you can compare new products in real-life conditions, with expert advice.
Recovery area: A complete infrastructure (cold baths, pressotherapy, massage) made available free of charge to athletes. This service was much in demand by participants in local races.
Itineraries: iconic routes created in collaboration with leading partners (Garmin, Les Others).
2. The outdoor cultural center
The House of Mountains wasn't just about sports. It served as a cultural and media venue, including :
Talks and meetings between over 50 renowned athletes (including Mathieu Blanchard, François D'Haene, Ludovic Pommeret) and the public.
A bookshop-café, a projection area and podcast recordings.
Promotion of the valley's sporting heritage in collaboration with the Club des Sports de Chamonix.
Impact: an essential focal point
The House of Mountains quickly outgrew its initial status to become a must-see Chamonix landmark during the summer season.
Attendance was significant (over fifty thousand visitors over the period), and the venue succeeded in federating all the players, from the more than 30 brands activated to the many athletes and talents. The initiative generated strong online visibility, amplified by the athletes, the media (Canal+, L'Équipe, RMC...) and the visitors themselves.
The initiative succeeded in creating a "common home" that allowed brands to express themselves in an authentic setting and enthusiasts to enjoy a unique experience. Feedback on social networks praises Cham's "new HQ" and "location and concept", testifying to the success of this fusion of sport, art and sharing.
This short-lived but memorable activation, which redefined the way mountain culture is celebrated, is recognized for its impact in the Communication Campaign of the Year category.
