10KM HOKA Paris Centre
Goal
Create a memorable brand experience for 10KM Paris Centre runners and cultural influencers. Imagine and design a space where people could gather, connect, and enjoy the unique energy of a major running event in the heart of Paris.
Challenge
How do you build a hub that attracts athletes, media, ambassadors, and fans throughout the entire weekend and naturally merges running culture with the French art de vivre?
Creative Answer
We developed Le Bistrot HOKA in collaboration with Depot Legal, led by renowned chef Christophe Adam. This hybrid café, bakery, and restaurant combined subtle references to running culture with elements of brand storytelling, all presented within the elegant atmosphere of a traditional Parisian bistrot. The space quickly became the social center of the weekend.
On Saturday, it served as a complete pre race recharge zone, offering physiotherapy sessions, hairdressing, and nail art so participants could arrive at the start line feeling their best. A yoga session for more than one hundred runners took place in the fully privatized Galerie Colbert next door, adding a moment of calm before race day.
On Sunday, the bistrot transformed into an unforgettable Bakery Session after party for one hundred and fifty guests. The event featured a Parisian DJ set above the dessert counter and was hosted by the original collective known for turning “partying in a bakery” into a cultural phenomenon.
Creative PARTNERS 