Colmar x Helena Soubeyrand: in-store influencer evening

Historically rooted in the world of mountains, movement and performance, Colmar has developed a hybrid offer blending technical expertise, urban style and lifestyle culture.
In a strong and strategic winter context, the activation had a twofold objective: to increase the brand’s awareness and desirability, and to boost the visibility and appeal of the Paris flagship.
Built around a clear vision, bringing the Colmar identity to life in every detail, the event was conceived as an immersive visual story combining scenography, sensory experience and artistic expression.
To maximise the event’s impact and reach, Mars Branding brought in the media outlet Views as host, ensuring strong editorial coverage and amplified exposure among fashion, culture and lifestyle communities.

For one evening, the store was transformed into an immersive setting inspired by winter. A scenography evoking snow and mineral elements created an atmosphere that was urban, alpine, artistic and contemporary at once, punctuated by a DJ set, an immersive mountain and outdoor photocall, and bespoke catering with nods to the brand’s Italian roots.
At the heart of the evening, Héléna Soubeyrand created a live art performance on the flagship’s window, placing the artistic gesture at the centre of the experience and extending the dialogue between the artist’s creative world and Colmar’s identity.
Designed as a moment of connection and sharing, the event brought together influencers, fashion and lifestyle journalists and Parisian trendsetters, who came to discover the new collection in an inspiring, experiential setting.
At the end of the evening, guests received a tote bag and a T-shirt personalised with Héléna Soubeyrand’s illustration, extending the artistic collaboration and leaving a tangible memory of the experience.

Thanks to an immersive experience and a strong artistic collaboration, the activation was very well received. Guests generated a wealth of content, strengthening Colmar’s awareness and its more lifestyle-oriented image.