French outdoor lifestyle heritage brand Aigle has held its first pop-up in Hong Kong, the “#Hotwinter Ezxperience Store”.

The store was featured at Tower 535, Causeway Bay from November 2–5, showcasing the brand’s latest winter 2018 collection. It was supported by a new advertising campaign that features a short film of Parisians queueing up to warm themselves with an Aigle down jacket hung at a bus stop. Visitors to the pop-up could take photos of themselves at the bus stop setting.

Highlighted at the pop-up was a cold room with a temperature as low as a few degrees celcius, where participants could try on the latest Aigle down jacket collection, embedded with water-proofed and wind-proofed functional fabrics. It also featured a VR ski experience where participants could ski freely in a snow-covered and windy environment, and a mirror room portraying an icy adventure with a kaleidoscopic perspective.