Rossignol ouvre son pop up store au Grand Palais

Les vacances d’hiver démarrent ce soir, c’est l’occasion pour l’équipementier alpin Rossignol de lancer son pop up store à la patinoire du Grand Palais de Paris.

Comme l’année dernière, la plus grande patinoire du monde est installée sous la nef du Grand Palais, avec au total 2 700 m² de piste glacée ouverte au grand public. Et le plus étonnant, c’est qu’aucune marque de sport n’avait pensé à s’associer à cet évènement, qui voit passer un nombre important de parisiens et de touristes du monde entier (300 000 personnes durant toute l’opération).


La première marque à créer un partenariat avec l’évènement est Rossignol, par l’intermédiaire de sa gamme Heritage. Une association presque évidente, compte tenu du secteur d’activité dans lequel évolue Rossignol: le lien entre une patinoire représentant l’hiver et la marque de vêtement dédiée à la montagne est simplement logique.

Capture d’écran 2014-12-18 à 13.38.34

Pour activer ce partenariat, Rossignol décide d’implanter une boutique éphémère de 40 mètres carrés dans une ambiance montagnarde, ou les visiteurs de la patinoire pourront retrouver les doudounes, parkas et autre vêtement d’hiver de la collection.

Pour augmenter sa visibilité, Rossignol a fait le choix d’équiper les employés de cette patinoire avec les vêtements de la gamme Heritage, une technique permettant de mettre en action les vêtements et de susciter l’envie auprès du grand public.

Cette opération de communication est donc la première du genre à sein de la patinoire du Grand Palais, mais on risque de la voir se développer de plus en plus tant les buzz liés au pop up store sont positive et augmente la visibilité des marques.

On vous donne donc rendez-vous jusqu’au 4 janvier 2015 pour découvrir cette audacieuse opération de communication.



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