L'Heure bleue ✕ Le Coq Sportif
For the 2022 Winter Olympic and Paralympic Games, Le Coq Sportif, official outfitter of the French teams, sought to create a fan zone in Chamonix, the birthplace of the Winter Olympics.
The challenge was to bring the Games to life in France, unite audiences and embody the brand's role as an Olympic and Paralympic partner.
Client brief
How can a partnership be transformed into a memorable brand experience?
Our response
Create an immersive gathering place conceived as the beating heart of the Games in France — a destination that transforms La Folie Douce Chamonix into a true Olympic territory.
We structured the fan zone as a lived narrative, organised around the concept of the Blue Hour to provide a clear reading of the experience. The project was rooted in its environment, using the mountain itself as raw material — light, topography and climate — to create an experience that felt authentic and coherent.
The venue was designed as a continuous flow, with sequences unfolding throughout the day rather than a simple juxtaposition of zones. The programme blended sport, media and celebration to activate the site continuously. Finally, light became an operational tool: a signal, a rhythm and a means of activation directly connected to the key moments of the Games.
Website : Le Coq Sportif
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