Kilometre 42. Designing a retail experience at Salomon Champs Elysées flagship.
Challenge
To launch the Salomon x L’Art de l’automobile collaboration, we needed to create a meaningful connection bringing together two different worlds: running and automotive culture.
The Salomon flagship being located at 42 avenue des Champs-Élysées, we wanted to turn the store into an experience that made people feel the connection for Paris marathon.
Creative Answer
Kilometer 42
We transformed the store into an interactive retail experience inspired by the codes of automotive culture. Every element was designed to put runners in the mindset of a racing driver, from the product displays and reaction-time testing station to exclusive collaboration merchandise, including custom car air fresheners.
At the centre of the experience was the Phantasm 3, brought to life through an ultimate product testing experience. Taking inspiration from Claude Lelouch’s iconic 1976 short film C’était un rendez-vous, we recreated the sensation of running the final kilometre through the empty streets of Paris. Runners could experience the city from a completely different perspective, at their own pace, but with the feeling of being behind the wheel.
Creative PARTNERS 