Arc'teryx Alpine Academy 2025
Client
Arc'teryx
When
July 4 to 6, 2025, 4th edition for HOLD UP!
Where
Chamonix Mont-Blanc, Parc Couttet
Industry
Outdoor premium equipment company
Touchpoints
Parc Couttet (Alpine Village), Maison des Artistes, La Folie Douce, mountain workshops
Audience
Open to all, outdoor community, climbers, mountaineers and curious visitors
Expertise
Production Direction · Event Orchestration · Brand Scenography · Operational Management · Partner Management · Budget Control · Logistics Excellence · Responsible Activation
Scope
Bringing the Alpine Village to life, overall coordination (scenography, branding, exhibition, food trucks, cashless, stage), full setup and tear-down, carbon footprint work, plan B, partner management
The brief
Sustain the festival’s attendance and maximize its impact, without ever losing sight of Arc’teryx’s guiding principle, “Good design is as little design as possible.” A demanding brief that asks you to do better with less, year after year.
The concept
An immersive brand village conceived as the urban extension of the Alpine Academy experience. Set in the heart of Chamonix, it brings performance, outdoor culture and conviviality into one careful scenography, with a climbing wall, cinema, talks, concerts and workshops. The Alpine Village as an extension of the mountain experience, within reach of everyone.
Key Moments
The park’s scenography, which plants Arc’teryx’s DNA in the middle of Chamonix without ever overplaying it.
The climbing wall, turned into the festival’s beating heart, the visual and physical meeting point for every visitor.
A dense programme of films, talks, concerts and workshops, giving the Alpine Village the weight of a full cultural festival.
Exclusive evenings at Maison des Artistes and La Folie Douce, one extra notch on brand hospitality.
Sensory Signature
Sight: the park’s scenography and the climbing wall, visual anchors in the heart of Parc Couttet, plus film screenings at night.
Sound: live concerts, talks throughout the day.
Taste: a curated food truck offer, aligned with Arc’teryx’s premium standards without breaking the festival vibe.
Touch: the upcycling workshops. The experience isn’t meant to be watched, it’s meant to be done.
Mastery
Coordination of the Village (scenography, branding, exhibition, food trucks, cashless, stage). Production, logistics, full setup and tear-down. Vendor and partner sourcing and management. Budget management. Carbon footprint work on the whole setup, plus an operational plan B to guarantee the event whatever the conditions.
Operational complexity
Orchestrating a mountain festival and a city village in parallel, on very different production logics, with identical finish standards. Holding a premium level while optimizing the carbon footprint, two objectives that usually pull in opposite directions. And delivering a 4th edition that stays fresh without losing its signature markers.
Results
1,000 participants in mountain workshops. Over 15,000 visitors across 4 days at the Alpine Village. 53 million social media impressions.
What the client says
