POP UP & WINTER PR TRIP

Our Challenge

To support the one-month public opening of the Birkenstock Chalet, the brand needed more than visibility.
The challenge was to translate Birkenstock’s heritage, comfort expertise and premium care line into a lived experience, capable of generating strong media resonance across key European markets.

The objective:
Create a high-impact PR moment that would anchor Birkenstock in winter lifestyle, wellness and premium leisure, while driving awareness, desirability and earned media at scale.

Our Mission

Ekho led the design, organization and orchestration of a three-day immersive press trip in Les 2 Alpes, co-created with Pavillon Noir, bringing together top talents and media from France, the UK and Germany.

Our scope covered:

• Scenography and event programming
• Global production and on-site coordination
• PR & influence strategy
• Media partnerships and paid social amplification

Together with Pavillon Noir, we curated a tailor-made winter experience blending:

• Winter sports and outdoor activities
• Wellness moments aligned with Birkenstock’s comfort DNA
• Curated dining experiences
• Product discovery across Birkenstock’s heritage models, flagship silhouettes and premium care line

The Chalet itself became a living brand space, designed to embody Birkenstock’s values through authenticity, comfort and craftsmanship. A strategic PR plan supported the activation, combined with a targeted social media rollout to maximize reach, engagement and editorial coverage.

The Results

• +300 pieces of content generated
• +170M impressions
• +30 media articles published

The activation delivered strong earned media visibility, high-quality content production and sustained engagement across markets, positioning the Birkenstock Chalet as a winter lifestyle destination and reinforcing the brand’s premium positioning.