l'épopée
Development of a communication and event strategy project for the VIP area of the first rodeo competition in Switzerland.
Helvetia & USA meet.
The concept focuses on the theme of travel. In America, many cowboy stories tell of endless journeys to distant lands, leaving the far west with the cattle to go to the city, across the "Knowhere" border, leaving behind the desert and its scorching, stifling heat. In Switzerland, not far from here and at the same time high up in our landscape, cowboys also exist, wearing traditional flowery costumes and bringing the cattle up the mountain. The two worlds placed side by side come together in the symbolism and poetry of their stories and their fascinating epics.
L'Epopée proposes a journey from Switzerland to the United States, telling the story of a long journey from the mountain pastures of the Gruyère region to the plains of the American deserts. Swiss refinement and tradition blend with the grandiose landscapes and colours of the United States, creating an aesthetic that refers to the cuttings of Fribourg. The VIP client of the Swiss Riders Cup, in the heart of the VIP area, will become a travelling pilgrim, living each stage of the journey, from the Swiss lands at dawn, to the arrival in the heart of the American landscapes, at dusk.
the Helvetic dawn
The journey begins in Switzerland, in a setting inspired by alpine pastures. A reception area, a bar and a place to sit and socialise with other customers are set up on either side of the zone. Each area is circular, mirroring the movement of a circadian cycle and the walls are backlit in the colours of the project, giving each space an immersive and poetic sunrise feel.
zenith
The next part of the epic stops in the snack and aperitif zone, the decor changes little by little to arrive slowly at an American atmosphere, although the customer's trajectory is still in Switzerland in this zone. He stops in this area to quench his thirst and eat some snacks, before setting off again to continue his epic journey.
twilight
Zone number 3 is the one that represents the arrival on American soil. It is also and above all the dining and refreshment area, in a country atmosphere and rather subdued. The space is raised on a wooden terrace, to give the area a spaciousness and allow the customers to have an overhanging view on the relaxation area and it can welcome 80 place settings.
Zone number 3 is the one that represents the arrival on American soil. It is also and above all the dining and refreshment area, in a country atmosphere and rather subdued. The space is raised on a wooden terrace, to give the area a spaciousness and allow the customers to have an overhanging view on the relaxation area and it can welcome 80 place settings.
end of the evening
The epic finally ends in the lounge area. After a good meal and a long day's walking, the VIP traveller and pilgrim of this quest goes deeper into the vast American lands and enjoys a 20 year old smoked whisky in a soft Chesterfield, a cigar between his fingers. In this area, he will exchange addresses, business cards, contacts; the subdued and more intimate atmosphere opening to discussions and flourishing business.
The epic finally ends in the lounge area. After a good meal and a long day's walking, the VIP traveller and pilgrim of this quest goes deeper into the vast American lands and enjoys a 20 year old smoked whisky in a soft Chesterfield, a cigar between his fingers. In this area, he will exchange addresses, business cards, contacts; the subdued and more intimate atmosphere opening to discussions and flourishing business.
gift & packaging, the diary of an epic journey
The gift refers to the journey and will allow the VIP client to keep a souvenir of his trip, thanks to an element that he can use at his convenience. When we travel, we want to tell the story, we want to keep a trace, to remember our epic. What better way to remember than with a logbook? The VIP customer can use it as he wishes, for example to note down addresses, numbers and business cards. A pen can be added to the logbook to add a premium touch to the gift.
The gift refers to the journey and will allow the VIP client to keep a souvenir of his trip, thanks to an element that he can use at his convenience. When we travel, we want to tell the story, we want to keep a trace, to remember our epic. What better way to remember than with a logbook? The VIP customer can use it as he wishes, for example to note down addresses, numbers and business cards. A pen can be added to the logbook to add a premium touch to the gift.
website
The online shop is the part that encompasses the whole event, before, during and after. The customer must also be able to experience the site, be teased before coming, be able to get information when he goes there and be able to find photos and souvenirs when the event is over. The site is therefore seen as a platform for exchange between travellers, with a shop function (ticketing / merchandising items), a diary function with the programme and the progress of the festivities and a blog function, which will act as an online logbook. This last section is particularly relevant to the concept, as it allows visitors to the site to come and share and interact, to discover the photos and texts recounting the weekend and even to add their own shots, in order to further extend the feeling of travel and storytelling.
The online shop is the part that encompasses the whole event, before, during and after. The customer must also be able to experience the site, be teased before coming, be able to get information when he goes there and be able to find photos and souvenirs when the event is over. The site is therefore seen as a platform for exchange between travellers, with a shop function (ticketing / merchandising items), a diary function with the programme and the progress of the festivities and a blog function, which will act as an online logbook. This last section is particularly relevant to the concept, as it allows visitors to the site to come and share and interact, to discover the photos and texts recounting the weekend and even to add their own shots, in order to further extend the feeling of travel and storytelling.
