Performance outdoor apparel brand Arc’teryx recruited a multimedia entertainment studio to create an immersive journey inspired by the wonders of the Canadian coastal mountains—its home base. Its goal was to transport New Yorkers to a British Columbia mountain summit, with a multimedia experience capturing how winter weather changes without warning in this environment; how vast, rugged landscapes inspire moments of unforgettable awe; and how hikers feel a powerful, empowering rush standing at the top of a mountain. Along their journey, guests should also encounter the brand’s latest product line (including its Alpha Lightweight Parka, Beta Insulated Jacket, and Litric Pack, among others), designed precisely to navigate complex environments like these. The limited-time brand experience would run for three days in November 2022.

“For the Love Of Winter '' brings the coastal mountains to New York City with a six-zone multisensory adventure immersing guests into the great Canadian outdoors. The journey begins by shuttle, with a small group seated in a helicopter-like space offering glimpses of snowy terrain through portholes. Over the radio, a local guide prepares visitors for the climb, until being interrupted by an unanticipated whiteout that forces them to land. They disembark into a forest shrouded in fog so dense guests can’t see more than 6 feet ahead. The journey continues up a steep slope to an elevated walkway — a ridge from which they can take in a breathtaking panorama of mountains and fast-changing weather conditions, including everything from a violent snowstorm to a sublime sunset. A placid lake and LED campfire offer guests an awe-inspiring place to decamp and explore Arc'teryx products before returning to the

"For the Love of Winter" sought to create a truly immersive and distinctly buzz-worthy brand experience that would transport guests to Canada’s coastal mountains. The experience targeted existing fans, adventure enthusiasts, and those interested in high-performance outdoor apparel but until now unfamiliar with the brand. Staged in New York City, where Arc'teryx already had five outposts and a large potential buyer pool, the event also aimed to inspire urbanites to connect with the thrill of the alpine wilderness. Innovative multimedia technologies, impactful scenography, emotional storytelling, and a range of multisensory effects allowed attendees to fully engage with the brand's sensory universe and the natural environment from which it sprung. Although the experience was intentionally exclusive and intimate, it was free to attend, ensuring accessibility to all who were interested.

A carefully choreographed blend of projection mapping, scenic elements, natural soundscapes, dramatic lighting, and special effects brought everything from stunning peaks to après ski to life — in the middle of New York City. All six rooms were equipped with the innovative technologies needed to execute an immersive coastal mountain experience, amplify the human senses, and trigger specific emotions at different stages of the journey. Thick haze, a large-scale 270-degree screen, and bursts of cold air were some of the ways this was achieved. Though simulating a journey that would normally take three days, the experience spanned approximately 25 minutes, with the content in each zone strategically timed for an intuitive experience that propels forward motion. The rooms were timed as stated: shuttle ride (3:15 minutes), whiteout (2 minutes), ascent (2 minutes), ridge (6:20 minutes), the lake (2 minutes), and finally a showcase of Arc'teryx’s latest gear (10 minutes).

"For the Love Of Winter" was a huge success, showing how a relatively small, exclusive event can be a highly effective tool for generating buzz and increasing online visibility for brands. One of the key factors that made the event so successful was its ability to create bold visual statements that begged to be photographed and shared on social media. Meanwhile, several of the brand’s sponsored athletes, who are accustomed to life in the mountains, noted that our alpine simulation captured the essence of the real thing — a testament to its success. More than 1,500 attendees experienced “For the Love Of Winter” in New York City during its three-day run, from November 11 to 13, 2022, with all available time slots reserved within minutes of opening up the booking session. Additional slots were made available to accommodate mounting anticipation and demand ahead of the event.