From July 26 to August 11, then from August 28 to September 8, France will host the new edition of the Olympic and Paralympic Games. The opportunity for the partner brands (or not…) of the event to inaugurate new ephemeral spaces intended for the many spectators expected in Île-de-France. Lush, Danone, Decathlon… Discover the locations of the different marketing activations planned during the Paris 2024 Games.
Lush opens its “Magik Pop-Up”
Lush is taking advantage of the Paris 2024 Olympic Games to offer a space that helps you… disconnect from the sports news. For 3 weeks, from July 29 to August 17, the handmade cosmetics brand is hosting a meeting at Lush’s “Fresh & Flowers” boutique, at 18 rue Vieille du Temple in the Marais. In this “immersive” pop-up, visitors are invited to a moment of relaxation, in particular through the discovery of products that promote well-being and muscle recovery, such as the new Magik range or CBD (with anti-inflammatory properties). Also on the program: personalized consultations, self-massage initiations, strong pilates or yoga classes, watercolor workshops and “Magik Motion”, a unique SPA treatment inspired by sports massage techniques mixed with the benefits of CBD and magnesium. With this ephemeral space, the adventure of Lush’s Fresh & Flowers boutique will come to an end, which will be replaced by a new project that is still being kept secret.
Decathlon inaugurates a space dedicated to sport and art
From July 27 to August 11, 2024, the sports brand Decathlon, official partner of the Paris 2024 Olympic Games, will offer Parisians a free experience that will combine sport, art and culture through the opening of Décathlon Playground, a space installed in the Parc de la Villette (19th arrondissement of Paris). In addition to the competitions broadcast on giant screens, Décathlon Playground will offer, throughout the Games, a program featuring emerging artists and renowned DJs: live concerts, artistic performances and immersive installations will be on the agenda.
RATP installs the “Stadium RATP” in the Auber station
During the Games, from July 30 to August 2 and then from September 3 to 6, the Auber station will host the “Stadium RATP”. This playground will be an opportunity for the Parisian transport authority to introduce (or reintroduce) travelers to the taste of sport and “perhaps bring out ideas for sports practice for the start of the school year”as it indicates in a press release. Introductions to badminton, handfit and archery will thus be offered to them.
Danone deploys tasting kiosks
Food company Danone will take advantage of its partnership with the Olympic Games to open five kiosks in the Paris region this summer. Called “Yaourt & Co”, these temporary establishments will offer spectators three limited edition recipes, combining two Danone yogurt bases and a HiPRO yogurt (high in protein). These kiosks will be set up at three Olympic sites (Château de Versailles, Stade de la Tour Eiffel and Place de la Concorde), as well as at two strategic locations in the capital (the Parvis de l’Hôtel de Ville and the Parvis Rome of Gare Saint-Lazare). For the occasion, the company will test, in preview, a new distribution solution allowing it to reduce the use of plastic packaging by nearly 68%.
La Sportiva unveils its concept “La Maison La Sportiva”
The Italian brand La Sportiva, a specialist in climbing shoes and boots, will inaugurate “La Maison La Sportiva” from August 5 to 14: a space dedicated to climbing and outdoor sports enthusiasts. A total of twelve workshops – on the history of climbing, the evolution of practices and equipment – will be led by iconic figures in climbing such as Caroline Ciavaldini, James Pearson, and Nao Monchois. Four friendly competitions will also be organized, allowing climbers of all levels to test their limits. From August 5 to 10, La Maison La Sportiva will take place at the Arkose hall in Pantin, then from August 11 to 14 at the Climb Up hall in Aubervilliers.
Source: www.e-marketing.fr
