OYSHO LODGE POP-UP

On the occasion of the launch of its new ski collection, Oysho transformed Plaza Juan Goytisolo—opposite Madrid’s Museo Nacional Centro de Arte Reina Sofía—into an urban alpine refuge in December 2025. Under the name Oysho Lodge, the brand unveiled an ephemeral installation conceived as an immersive experience, allowing visitors to explore and discover the collection in a direct and engaging way.

The intervention turned the square into a mountain-inspired setting, combining garment displays, interactive areas and an extreme cold chamber set at –10 °C. The overall experience invited the public to fully engage with the collection, understand the technical performance of each piece and enjoy a journey that seamlessly blended innovation, comfort and storytelling within a temporary urban format, offering a unique experience in the heart of the city.

At the end of the route, visitors entered a social space inspired by après-ski culture, recreating the characteristic moment of relaxation and connection found in mountain resorts.

KIMAK was responsible for the execution of the project, overseeing everything from the construction and assembly of the cabin to the signage, furniture and decorative elements that shaped the space. The result was a solid and harmonious environment, true to the brand’s identity and capable of clearly conveying its universe.

Oysho Lodge stood out as an activation that went beyond the traditional pop-up format, demonstrating how meticulous and coherent execution can elevate brand experience and strengthen audience connection within an urban context that is both demanding and highly symbolic.