The launch of FUTURELIGHT was The North Face’s biggest marketing push ever.

The goal of this five day test event was to give people the chance to experience the product in a realistic mountain environment. We wanted to create an authentic testing and brand experience for the 50 individuals visiting, even though their stay was only between 12 and 48 hours. We organised it to take place in Dachstein, Austria (logistically perfect and home to a strong network of partners we have there for guiding).


How did we make it feel so authentic? Guests traversed and slept in tents on a glacier, took part in workshops in mountain huts and climbed peaks. Each moment shared with colleagues and friends. Half product testing, half brand experience… completely unforgettable.