Magic Hour Shops

Peak Performance 2015

Peak Performance is an outdoor clothing brand founded in the north of Sweden. The love for the great outdoors has been their main inspiration since 1986. For the launch of the new SS15 collection, we wanted to challenge runners, cyclists, trekkers and golfers who share this love in a new and exciting way.

Pop-up stores were opened in remote locations throughout the world. On the highest peak of Europe, by a lake in Japan, in the French alps and the on 8th hole at the Emirates golf club in Dubai for instance. The stores were only open during Magic Hour, the hours each day at sunrise and sunset when the selected locations look the most stunning. The most dedicated lovers of the great outdoors could then access the stores on their mobile and get free samples from the new collection.


The Mobile web shop


Key visual