THE CHALLENGE
From Product to Experience
The ambition was to establish Lamate as a lifestyle brand among a young audience in French-speaking Switzerland :
Rather than simply introducing the product, the challenge was to create an experience that could express its identity and distinctive energy in a relevant and engaging way.
Lamate’s positioning revolves around a progressive, solar energy connected to movement, dance and celebration. The challenge for MCI Switzerland was therefore to translate these brand codes into a physical environment and event concept that audiences could experience first-hand.
THE SOLUTION
Welcome to the Hideout
MCI Switzerland’s Strategic Design Team developed Lamate Hideout, transforming a Migros rooftop into the setting for a daytime rave experience.
The creative direction explored the intersection of rave culture, warmth and energy, building a distinctive visual universe around heat, movement and the Lamate identity. The concept extended throughout the event environment, from patterns and signage to stage elements and branded production assets.
Entertainment became part of the creative universe, bringing together DJ sets and live performances alongside street art, live painting and dance activations.
The experience also extended into the digital journey, with a dedicated event landing page and registration flow supporting the experience beyond the physical space.
THE RESULTS
When Brand Identity becomes an Experience
Lamate Hideout brought the brand’s positioning into a tangible environment, turning its visual and cultural codes into a live B2C experience.
From the initial concept and artistic direction to the event environment and audience journey, the project demonstrates how strategic design can move a product launch beyond traditional brand communication and into an experience people can see, hear and engage with.
For MCI Switzerland, Lamate Hideout is an example of creativity as a strategic tool, connecting brand identity, culture and live experience within one coherent concept.
FAQ
Q1. How do you turn a brand’s positioning into a live experience?
A. Start with the brand’s core codes, such as its energy, culture and attitude, and translate them into a physical environment people can see, hear and engage with. The experience should express the identity rather than simply introduce the product.
Q2. How do you create a lifestyle brand universe for a young audience?
A. Build a distinctive visual and cultural world around the brand’s identity, from patterns and signage to stage elements and production assets. Keep every touchpoint relevant to the audience’s own codes and rituals so the brand feels native, not imposed.
Q3. How do you make a product launch more than traditional brand communication?
A. Treat the launch as a full experience rather than a campaign. Bring together concept, artistic direction, environment and audience journey so people can engage with the brand first-hand instead of just hearing about it.
Q4. How do you bring entertainment into a brand’s creative universe?
A. Make music, performance and art part of the concept from the start. DJ sets, live painting, street art and dance activations should reflect the brand’s energy and give guests something to take part in, not just watch.
Q5. How do you extend an event experience into the digital journey?
A. Design the digital layer as part of the same concept, with a dedicated landing page and a simple registration flow that carry the visual universe and support the experience before, during and after the event.
If you want to turn your brand’s identity into a live experience people can see, hear and engage with, talk to MCI.
