Decathlon Mountain Days

Coordination of a press trip and creation of a pop-up showroom

Decathlon is a designer and creator of outdoor products, not just a distributor.

As part of the Decathlon Mountain Days event, we managed the coordination of the press trip program and the design of a custom showroom.

The goal was to invite journalists and influencers from around the world to showcase Decathlon’s outdoor expertise in the heart of the Mont Blanc Valley. This was done through the three fundamental pillars of mountain sports at Decathlon: innovation, co-creation, and eco-design.

To create the showroom, we designed three totems, each connected to a specific product range that aligned with these ambitions. We worked closely with Decathlon’s internal teams to select the products to highlight, envisioned their spatial arrangement around the totems, created scaled plans to visualize the final layout, designed product sheets (24 in total) to serve as communication supports, and set up the different spaces on site. The products were connected to the totems using ropes to ensure uniformity throughout the space.

In parallel with this activity, we managed relationships with country representatives, influencers, and invited journalists for three months in advance using a CRM tool. We also coordinated their busy schedules over two days. The program included a visit to the design center, meetings with product managers, participation in workshops, outdoor product testing, and a tour of the testing laboratory. On the second day, the guests had the opportunity to visit the factory and the Simond museum before exploring the Aiguille du Midi, which reaches an altitude of 3,842 meters.