Salomon
Gravel Running
Salomon
Gravel Running
Salomon : From Sidewalks to Wild Tracks
To celebrate the launch of its new Gravel Running collection,
Salomon turned its Champs-Élysées flagship into a true urban playground. Designed by Pavillon Noir, this activation is a vibrant tribute to a practice where performance leaves room for experience, the collective and the unexpected.
Client
Salomon
Expertises
Event & XP
Gravel Experience
From the moment visitors stepped inside, they were plunged into the heart of the Gravel spirit through a multi-sensory, playful exploration.
A central staircase, layered with a variety of tactile surfaces from loose gravel and rough concrete to plush carpet and soft grass invited guests to test grip, balance, and feel with every step.
Interactive wall
The ground itself became a responsive landscape: an interactive floor that lit up and reacted dynamically to each footfall, turning movement into spectacle.
Food & drink
To fuel the experience, Salomon offered a selection of custom-crafted energy drinks, each inspired by a different terrain type: gravel, concrete, carpet, or grass. These weren’t just refreshments; they were tasteable interpretations of texture, terrain, and tempo. And in a cheeky nod to the unexpected nature of Gravel, surprise pizza deliveries arrived every hour, breaking all expectations of what a brand activation should be.
All about Sharing
A live photobooth inside projected portraits of guests onto the storefront windows, emulating the scale and buzz of Times Square billboards. It merged personal expression with public space. This was not just about visibility, but about participation, about becoming part of the story as it unfolded. The atmosphere pulsed with the rhythm of a high-energy DJ set and spontaneous live performances that blurred the line between concert, installation, and street party.
No Rules
More than just a product launch, it was a statement :
Gravel isn’t a race, it’s a breakout. A new way to move through the city, together, following no rules.
Gravel Spirit
Ultimately, this was far more than a collection launch. It was a manifesto.
Salomon’s message was clear. Gravel isn’t a race. It’s a breakout. A way to reclaim the city differently, moving together, playfully, without rules or finish lines. It’s about forging new paths through familiar spaces, embracing friction, flow, and freedom along the way.