MINI GALERIES CLUB aux Nouvelles Galeries Annecy
Client
Citynove
When
2026 school holidays + September 5
Where
Annecy, France
Industry
Retail · Lifestyle
Touchpoints
Le Studio, the dedicated event space
Audience
General Public · Families · Customers
Expertise
Strategy & Concept · Brand Experience · Event Programming · Talent Sourcing · Partnerships · Branding · Copywriting · Production & Operational Management
Scope
Overall Concept (Positioning, Storytelling & Tagline) · Seasonal Event Programming · Long-term Partnerships · Logistics & Technical Management · Operational Management · Communication Assets · Copywriting · KPI Tracking
The brief
Create a leisure programme for kids at Nouvelles Galeries Annecy
Objectives
Make Nouvelles Galeries Annecy more attractives to families during the school holidays, drive footfall and encourage visitors to stay longer and enjoy everything the venue has to offer : from food ans shopping, to sports.
Position NGA as a lively, inclusive and welcoming place, rooted in the local community and able to bring families together.
Build loyalty and create a real community around the MINI GALERIES CLUB.
The concept
NGA turns into a holiday club during school holidays.
While they enjoy their first taste of a "grown-up" holiday, the parents are free to enjoy the rest of what Nouvelles Galeries has to offer
Mini Galeries Club, for curious minds, big and small.
Key Moments
On September 5, MINI GALERIES CLUB goes bigger with a family fair.
Games, challenges and activities take over Nouvelles Galeries for a fun-filled event designed to become a lust-do for families at the beginning of the new school year.
Sensory Signature
Sound : storytelling sessions, yoga sessions and biscuit-making workshops, all with music.
Taste : popcorn, sweets and local apple juice served at every workshop.
Sight : a bold, colourful setting designed from child's point of view.
Touch : modelling activities for the little ones
Mastery
A varied and well-rounded programme covering sports, wellness, culture and food.
An engagement mechanic built around a MINI GALERIES CLUB passport and collectible stickers.
A dedicated team, with the same staff returning for each edition.
An ongoing partnership with Roche Claire, providing mineral water throughout the programme.
Branding and merch development.
Operational challenge
Keeping the concept alive throughout the year without ever feeling repetitive.
That meant constantly finding new talent and partners, adapting formats to different age groups and venue constraints, and managing every detail of each activity: schedules, registrations, equipment, technical requirements, signage, safety and communication.
Keeping the same level of attention and quality, whether we were producing a one-hour workshop or the big September family fair.
On-site team
2 HOLD UP! team members on site for each school holiday period.
Results
A new fixture in the family calendar.
MINI GALERIES CLUB is building its own community and giving families a new reason to come, and come back, to Nouvelles Galeries Annecy.
Kevin Deschamps
