CABINE 14 × norda
October 2025
A trail experience above Annecy retracing the memory of the Mont-Veyrier cable car & blending heritage, product proof and cinematic storytelling around the norda 005.
STATION 1 - THE SHOPSTATION 2 - THE LAKESTATION 3 - THE ASCENTSTATION 4 - THE DESCENTSTATION 5 - THE GATHERINGSuspended in Time
Brand activation concept and production for norda, created by QUATORZE’s in-house studio.
Location: Annecy, France — Mont-Veyrier / Mont-Baron.
Format: press trip, trail experience, content production and retail storytelling.
Core product: norda 005.
Outputs: included a hero film, a five-part Reel series, photography, editorial media coverage, creator content and in-store brand assets.
Context
norda is a highly considered trail running brand, built on material innovation, obsessive product quality and a distinctive visual language. For the launch and elevation of the norda 005 within the French and European market, QUATORZE needed to create more than a product activation. The challenge was to design an experience that felt legitimate, rare and deeply aligned with the brand’s world: technical, emotional, understated and built for people who care about every detail.
Creative idea
CABINE 14 was born from the vanished cable car of Mont-Veyrier, once connecting Annecy to the mountain above the lake. Instead of simply presenting a shoe, we retraced the old cable-car line on foot: from the QUATORZE Annecy shop, across the lake, up the steep and technical trail, and back down at dusk. Shot in a slow-tempo, black-and-white language, the experience became a dialogue between memory and movement — where the norda 005 was not staged as a product, but proven through terrain, weather, rhythm and effort.
Experience ecosystem
01 — Retail Prologue
The experience began at QUATORZE Annecy, with bag tags, tickets, product preparation, briefing and the first visual cues of the story.
02 — The Lake Crossing
A boat transfer across Lake Annecy created a cinematic transition from city to mountain, echoing the suspended route of the former cable car.
03 — The Ascent
Guests climbed the old line on foot: steep, wet, technical terrain designed to reveal the grip, stability and precision of the norda 005.
04 — The Descent
Not a cool-down, but a fast and technical return where control, confidence and focus became part of the product story.
05 — The Gathering
The day closed with an intimate dinner, turning a product activation into a human moment shared between founders, athletes, media, creators and the QUATORZE team.
Media & Content
A curated mix of trail media, creators and editorial partners extended the story across social, video, podcast, digital and print — balancing niche credibility with broader cultural reach.
My role
Creative concept and activation strategy
Storytelling platform: Suspended in Time
Experience design and full journey architecture
Client presentation and budget negotiation with norda
Media and creator strategy
Guest list, talent and partner coordination
Production briefing for photo, video and editorial teams
Retail and in-store experience planning
Copywriting and editorial direction
Coordination of logistics, hospitality, suppliers and run-of-show
Post-event content rollout strategy across QUATORZE channels
Outputs
Full activation concept and client deck
Press trip / trail experience in Annecy
Five-station content structure
Hero film in collaboration with norda
Five-part QUATORZE Reel series
Photography set and product-in-use assets
Media coverage and editorial partnerships
Creator content
In-store printed assets: bag tags, tickets, leaflets, visual material
Newsletter and digital storytelling
Retail and e-commerce amplification plan
