In the heart of London, where the cold, grey streets of late autumn often cast a bleak shadow, Swiss outdoor sports brand Mammut made a powerful statement to remind city dwellers of the wonders beyond urban landscapes. The brand’s latest activation, which took place last night, marked World Mental Health Day by calling on Londoners to reconnect with nature and embrace the adventurous spirit of the outdoors.
Reconnecting with Nature in the Urban Jungle
Autumn in London can be a challenging season, with the concrete jungle often cloaked in rain and dreariness. But Mammut, renowned for its commitment to mountaineering and outdoor sports, aimed to change this perception with an immersive activation designed to awaken both seasoned mountain adventurers and newcomers alike. The brand has long been a symbol of adventure, staying true to its roots in the mountains, and this activation reaffirms that commitment.
Mammut’s appearance in London’s bustling Granary Square, an area where streetwear brands dominate, was a bold statement about the brand’s refusal to follow the trend of merging street fashion with outdoor gear. Instead, Mammut reminded everyone that its core mission remains focused on the great outdoors, challenging city life’s monotony.
An Immersive Experience: From Concrete to Mountain Peaks
The highlight of the activation was a stunning 3D projection mapped onto the buildings of Granary Square. As darkness descended, the urban landscape was transformed into rugged mountain cliffs, immersing the public in a dramatic, mountain-inspired experience. The projections featured a climber scaling steep rock faces, while the soundscape shifted from the harsh urban hum to peaceful, serene sounds of nature, reinforcing the connection between the city and the wild outdoors.
This immersive experience, created in collaboration with global digital agency DEPT, captivated passers-by with its stunning visuals and thematic narrative. The projections transported people from their daily routine into the heart of the mountains, encouraging them to explore new horizons beyond their city surroundings.
A Brand Committed to Adventure, Not Streetwear
At the base of the projection, an authentic basecamp was set up, offering visitors the opportunity to engage with Mammut’s latest offerings, including expert advice from guides from the Mammut Mountain School. This gave people a chance to learn more about the brand and receive tailored tips on how to get started with their own outdoor adventures.
Nic Brandenberger, Chief Marketing Officer of Mammut, explained, “Mammut has never been a streetwear brand, and we have no plans to become one. We are a brand for those who seek connection, adventure, and personal growth in the mountains. This activation is about celebrating that commitment and reminding people of the transformative power of nature.”
Bel Moretti, Creative Director at DEPT, added, “Mammut’s activation is a celebration of authenticity in a world that is constantly changing. It’s about inspiring people to rise above the inertia of city life and rediscover the thrill of the outdoors.”
Mammut’s Vision: Stay True to the Mountains
Through this activation, Mammut reinforced its dedication to authenticity in a rapidly shifting industry. As the lines blur between streetwear and outdoor brands, Mammut remains a beacon of true mountaineering spirit, encouraging those who are passionate about adventure to seek growth and excitement in the mountains.
In a world full of distractions and uncertainties, Mammut’s activation stands as a reminder of the power of nature and the adventures awaiting just outside the city limits.