Caron3200 Val Thorens
Create an unforgettable experience at 10,500 feet above sea level
#BrandIdentity #Storytelling #VisitorExperience #Attractiveness
↳ Context
Located at an altitude of 3,200 meters, Cime Caron is an iconic peak in the French Alps offering a panoramic view of over 1,000 summits. SETAM, the operating company of the Val Thorens area, has built a new visitor center here to ensure visitors can fully enjoy this exceptional panorama. This technical feat aligns with an innovative culture aimed at improving access to Cime Caron.
SETAM faced three main challenges: making the mountain more accessible, creating a day-trip destination beyond skiing, and boosting customer satisfaction by offering a multifunctional space in an extraordinary setting.
↳ Challenge
Design a unique identity and memorable visitor experience perfectly integrated into this high-altitude environment while meeting the diverse expectations of visitors.
↳ Strategy
The strategic approach was centered around contemplation as the core value proposition:
A design where the landscape becomes the backdrop: the building’s architecture, with its transparent glass walls, allows for an unobstructed view of the outside while shielding visitors from the harsh conditions of the high mountains.
A clean and timeless identity: inside, visitors remain connected to the high mountains without compromising the spirit of the summit. The visual identity reflects this philosophy through its simplicity and durability.
An evocative logo: the logo features static glass walls with letters that rise and fall, illustrating movement within an immobile structure. The extension of lines in the graphic system evokes the ascent from Orelle or Val Thorens and the horizon.
↳ Rollout
Our strategy took shape through several key initiatives:
A distinctive identity: creation of a unique expression platform and coherent design for communication materials and on-site messaging (signage, informational content, space education, menus).
A range of branded products: development of a tailored design for Caron3200 store products.
Thoughtful spatial design: planning for furniture and layout across different areas (Wine Bar, Rooftop, Restaurant, Store, Event Space, Lobby).
Unique experiential touches: installation of a mailbox at 3200m, creation of a mirror selfie station to capture the view, development of a welcome guide, and inclusion of subtle messages to focus attention on enjoying the view.
