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Brands Embrace Snow and Slopes with Parties and Pop-Ups
From Aspen to Park City, companies like Nylon, Asos, Bumble, and Christian Louboutin activate winter experiences.
Published on Feb. 26, 2026
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As the Northeast U.S. dug out from a major blizzard, brands capitalized on the winter season by hosting a variety of parties, pop-ups, and activations in snowy destinations like Aspen and Park City. Nylon took over The Snow Lodge in Aspen with a four-day President's Day celebration, Asos debuted a retail pop-up at The St. Regis Aspen, Bumble hosted an après-ski party at The Snow Lodge in Snowmass, and Christian Louboutin transformed the Vista Library at Montage Deer Valley into a pop-up shop.
Why it matters
These brand activations demonstrate how companies are embracing the winter season and targeting consumers in popular ski destinations. By creating immersive experiences, pop-ups, and exclusive programming, the brands are able to connect with their target audiences in unique ways and drive engagement during a high-traffic time of year.
The details
Nylon's four-day residency at The Snow Lodge in Aspen featured a roster of DJs, après-ski programming, and exclusive experiences for Nylon members, including a dinner at Marea, a workout class, and a private shopping event at Kemo Sabe. Asos activated across Aspen with a multi-touchpoint initiative anchored by a pop-up at The St. Regis Aspen, as well as branded moments at The Snow Lodge. Bumble partnered with The Snow Lodge to host an après-ski party at Bunny's Social Club in Snowmass, complete with a custom photo booth, merchandise, and cocktails. Christian Louboutin transformed the Vista Library at Montage Deer Valley into a pop-up shop featuring the brand's footwear, leathergoods, and accessories.
- Nylon's residency at The Snow Lodge in Aspen took place from February 12-15, 2026.
- Asos' activation in Aspen ran from February 9-16, 2026.
- Bumble's après-ski party at Bunny's Social Club in Snowmass took place on Sunday, February 19, 2026.
- The Christian Louboutin pop-up at Montage Deer Valley is open through February 26, 2026.
The players
Nylon
A media brand that hosted a four-day President's Day celebration at The Snow Lodge in Aspen, featuring music, culture, and style programming.
Asos
A digital-first fashion brand that activated across Aspen with a pop-up at The St. Regis Aspen and branded moments at The Snow Lodge.
Bumble
A dating app that partnered with The Snow Lodge to host an après-ski party at Bunny's Social Club in Snowmass.
Christian Louboutin
A luxury footwear and accessories brand that transformed the Vista Library at Montage Deer Valley into a pop-up shop.
Montage Deer Valley
A resort in Park City, Utah that partnered with Christian Louboutin to host the brand's first-ever pop-up in the area.
What they’re saying
“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”
— Gordon Edgar, grocery employee (Instagram)
The takeaway
These brand activations in popular ski destinations demonstrate the growing trend of companies embracing the winter season and creating immersive experiences to connect with consumers during high-traffic periods. By offering exclusive programming, pop-ups, and unique partnerships, the brands are able to drive engagement and strengthen their connections with their target audiences.
