Bringing alpine holiday culture to the Romanian mountains
Swissmas Magic 2 is a seasonal brand activation developed by Menthol that transforms winter into a destination defining experience. Crafted for Swissôtel Poiana Brașov, the project marks the second consecutive year in which the Alpine holiday spirit is translated into a large scale multisensory installation in Poiana Brașov, setting a new benchmark for mountain hospitality experiences in Romania.
The brief
The objective was clear. Bring the atmosphere of Alpine Christmas markets and après ski culture to a local mountain destination in a way that feels authentic, contemporary, and desirable. Swissmas Magic was designed as a strategic platform that supports visibility, drives seasonal demand, and positions the hotel as a winter landmark rather than a simple place to stay.
The idea
For the first time in Poiana Brașov, festive design was approached as a complete atmosphere. Swissmas Magic connects global alpine trends with local context, creating an emotional experience that resonates with both hotel guests and visitors from nearby cities, including Brașov.
Inspired by iconic Alpine destinations such as Annecy, Megève, and Val d’Isère, the concept captures the essence of winter conviviality, refined luxury, and shared celebration.
From gift to atmosphere
In its first edition, Swissmas Magic was conceived as a festive gift, offering a moment of surprise and delight. In its second year, the concept evolved into a fully immersive atmosphere that defines the guest experience throughout the winter season.
This evolution reflects a strategic shift from a one time activation to a long term seasonal signature.
The execution
Developed in partnership with the Champagne House Piper-Heidsieck and created together with floral artists Nicu Bocancea and Cosmin Avramița of Florăriile Iris, Swissmas Magic 2 transforms the hotel façade into a multisensory alpine landscape.
Thousands of warm light sources, natural fir trees, and sound installations work together to create a refined winter mood. Sustainability is embedded into the concept, with many of the trees replanted after the season.
The result
Swissmas Magic 2 demonstrates how a seasonal activation can become a powerful branding tool. By translating global alpine inspiration into a local mountain context, Menthol Branding Agency helped create an experience that attracts, engages, and converts winter travelers.
More than a Christmas installation, Swissmas Magic is a case study in how branding, design, and storytelling can turn atmosphere into value and transform a mountain hotel into a winter destination worth traveling for.
