Brand activation under extreme conditions
How do you develop a brand space that works across multiple locations with varying conditions?
Idea
Brand experience in real-world conditions
The starting point was a question that went beyond materials and construction: what does brand experience mean when the parameters are no longer a controlled showroom, but wind, snow, and a tight assembly schedule? For the FIS Freeride World Tour, we developed a modular add-on system for the Mammut container—built by Rupitsch and Friends and activated by us—creating a flexible staging infrastructure that puts hero products and campaigns front and center at every stop.
Concept
A brand space that tells a new story at every location
Storage tools, garment racks, and ladder elements made of anodized aluminum form the foundation—weatherproof and easily assembled by one person without tools. What matters most is what they make possible: interchangeable banner and product display areas can be precisely adapted to any location and reused for subsequent campaigns. This keeps the brand presence current at every stop on the tour without needing to be reimagined each time.
Realisation
From the workshop to the slopes
The container was developed in collaboration with Rupitsch and Friends, with the interior design and branding handled by Designplus. This division of labor pays off on the road: a single person can assemble the unit without tools, even in winter conditions, making it easy to activate at multiple tour stops without significant logistical effort.
Brand connection isn't built in the showroom, it's built on the slopes.
Impact
This is precisely what makes mobile brand spaces such an effective tool for activation: they meet the target audience exactly where they already are, fostering a level of closeness that no showroom could ever replicate. For Mammut, being present at the FIS Freeride World Tour is about more than just reach. It’s about building a genuine brand connection right on the slopes.
