Smartwool & Icebreaker Fall-Winter 2026 Sales Meeting
Client
Smartwool & Icebreaker Europe (VF Corporation)
When
October 2025
Where
Chamonix-Mont-Blanc, France
Industry
Premium technical outdoor brands
Touchpoints
Heliopic Hôtel and L’Index, Chamonix
Audience
Internal teams
Expertise
Brand Activations · Event Orchestration · Brand Scenography · Operational Management
Scope
Experience design · Activations and Scenography Planning, Production and On-site Delivery
The brief
Smartwool and Icebreaker challenged Hold Up! to create a memorable FW26 Sales Meeting in Chamonix for 120 participants, built around a unique celebration evening in the forest- all delivered on a particularly tight timeline, from late August to mid-October! All while ensuring that both Smartwool and Icebreaker could express their own identity within one consistent experience.
Objectives
Showcase the FW26 collections through both a showroom and a fashion show.
Strengthen connections between the two brands, their teams and management through several key shared moments.
Deliver a fully renewed Sales Meeting experience designed to leave a lasting impression.
The concept
Naturally Connected.
Two sister brands, two strong identities, one shared playground: the outdoors.
For this joint Sales Meeting, Naturally Connected provided a common thread, reflecting what naturally brings Smartwool and Icebreaker together: the mountains, materials, movement and a shared culture.
But the connection wasn’t only about the brands’ relationship with nature. The key ambition was also, and above all, to create meaningful connections between people.
Stepping outside the traditional corporate meeting format, changing the setting and creating a series of shared experiences designed to encourage interaction between teams, brands and management.
Key Moments
The Fashion Show, staged under 3 tipis.
Sensory Signature
Sound: DJ set
Taste: a carefully curated catering experience
Sight: Live screen-printing on Smartwool and Icebreaker products
Mastery
Production and installation of the full event set up at the hotel for the three-day Sales Meeting, including banners, props, product display, technical support for video and audio.
Location scouting and coordination with the 2 venues.
Design, sourcing, and production of branded giveaways for 120 Participants.
Creative development, production and coordination of the Celebration Evening on Tuesday, October 14, including:
-Fashion show production, scouting and coordination of 8 professional models
-Photobooth setup and staffing
-Product customization station, including the graphic design of screen-printed elements
-Professional photography and video coverage
-DJ performance during the fashion show and post-dinner party
Challenge
The super-tight timeline.
From the initial brief in late August to the event in mid-October, HOLD UP! had just a few weeks to imagine, produce and deliver the entire experience.
It meant coordinating multiple venues and suppliers, producing branded assets and giveaways, organizing a fashion show with 8 professional models, and designing a complete celebration evening in an outdoor setting, all while ensuring that both Smartwool and Icebreaker could express their own identity within one consistent experience.
On-site team
Four people on site throughout 3 days to manage installation, operations and real-time adjustments.
Results
Three days that were particularly well received by the teams, bringing Smartwool and Icebreaker together around their upcoming collections and a shared experience outside the usual Sales Meeting format.
Moritz Krause
