For our second FlyLab in Chamonix, we built an immersive world inspired by the campaign headline – For The Long Run. We took into account the idea of the runner’s high and the hallucinations runners experience deep into an ultra, and turned that into a mirrored world highlighting 4 moments of the UTMB course. Each moment was tied back to a specific technology in the shoe designed to take runners further.

A sculptural entrance greeted guests with an integrated staircase that made the ascent to the upstairs area a hero in the space, leading to a 3-fold increase in guest visits. Downstairs, people exited directly into a complimentary HOKA cafe and trial area.

Role: Art Direction – 3D & 2D

Team: Adam Larson & Xavier Jacob (Creative Direction), Article (Agency)

Photography: Peignee Verticale