Mammut – Through The Lens Launch Event

Through the Lens of Beinghunted. reframed the Swiss brand’s functional gear through a lifestyle lens. To launch it, Beinghunted. chose the Frankfurter Turm: with no mountains to climb, the tower’s height and its view across Berlin offered the closest thing the city has to a summit.

As the sun set over the skyline, guests gathered for a Swiss-themed spread of food and drinks, with music from Nico Adomako and RIP Swirl of Berlin collective Einhundert.

The launch was built to introduce Mammut to Berlin and let people get close to it in person. The tower did the conceptual work, standing in for the mountain and deepening the idea behind the project, while food and music gave the crowd a natural reason to gather. In that relaxed setting the collection could be shown, explained, and measured against real reactions, turning the evening into a source of direct feedback. The goodie bags sent everyone home with a reminder of both the brand and the night: a first of its kind for Mammut, conceived and produced by Beinghunted.