Re-Imagining the World of Mammut

Mammut – Through the Lens of Beinghunted. is a curatorial project that reimagines Mammut’s approach to functional design through a lifestyle context.

For this project, Beinghunted. partnered up with Swiss heritage brand Mammut to showcase its high-performance gear beyond alpine roots, emphasizing the brand’s relevance in daily life. Rather than developing new products, the project highlighted existing Mammut pieces, styled to accentuate their versatility and aesthetic appeal. The collection was presented through a lookbook shot in Berlin by Ryan Molnar which received amplified organic coverage through key media platforms.

Reimagining Mammut was a key driver behind the concept – one that we wanted to transcend the Beinghunted. lens. Therefore, we sent a selected range of products from the collection to global creative figures connected to the outdoors. The recipients styled the items to their aesthetic context, adding a new layer of reinterpretation to the Mammut appeal.

To celebrate the project, a launch event was held Berlin on March 27th at the iconic Frankfurter Turm. The event showcased a select range of items from the collection and was supported by Berlin-based music collective Einhundert. For one evening, the Matterhorn’s spirit met the city’s energy reinterpreting the idea of a summit.

Beinghunted. approached this project as a stand-alone activation, separate from Mammut’s broader marketing efforts, with the aim of revealing the untapped potential within the brand’s core collection. With over 20 years of active involvement in the functional lifestyle segment, Beinghunted. applied deep category expertise—not simply styling for aesthetic effect, but curating with long-term cultural relevance in mind. The goal was to show that, even without new product development, Mammut already holds strong appeal for a design-savvy, style-aware audience. This approach offered a low-friction starting point to connect with a younger consumer base and quietly position Mammut within the growing functional fashion space—on its own terms.

To access this audience credibly, Beinghunted. collaborated with a fashion-focused creative team whose personal networks function as cultural entry points. Their involvement created immediate contextual relevance and peer-to-peer validation within their respective circles. In parallel, a targeted seeding campaign extended the project’s visibility to an international demographic within the same age and interest group—activating organic engagement through selective placement and social media presence.

The project concluded with a gathering in Berlin designed to generate direct, in-person feedback. Inviting a like-minded local crowd into a curated but informal setting allowed for open dialogue around the concept and collection. This final step anchored the activation in real-world perception, helping assess resonance and refine the brand’s potential positioning within a new cultural space.