Chill Out: These Ski Resort-Inspired Events and Activations Are Snow Much Fun

Kiehl’s recently launched a concept store in Hell’s Kitchen in New York City inspired by its expanded partnership with Jackson Hole Mountain Resort in Wyoming, where the brand is now the mountain’s Official Skincare and SPF Partner for 2025.

Last year, patrons at the ski resort were able to visit an apothecary-like stand inspired by the brand’s original New York City flagship store.

See more: Get a Sneak ‘Peak’ at This Cool Pop-Up From Kiehl’s

The store includes interactive content capture opportunities like this ski-themed photo backdrop.

Formerly a barbershop from 2013 to 2019, the Hell’s Kitchen space has been reimagined into an experiential hub that features the brand’s new Ultra Body Cream. The store also offers try-before-you-buy initiatives, personalized consultations, and skin assessment tools.

Shoppers are able to receive a limited-edition beanie or socks with the purchase of Ultra Body Cream or Ultra Facial Cream, while supplies last.

Once again, Tao Group Hospitality took over Park City during the Sundance Film Festival with its after-party, TAO Park City, at Utah Film Studios. It featured ski- and snowboard-inspired activations including Olehenriksen’s “Skin Rescue Hut” with a mirrored mountain and ski installation.

The brand’s "Pout-Patrol" team engaged with attendees, distributing the brand’s viral Pout Preserve and Après Skin Club totes. “For the launch of our Après Skin Rich Rescue Crème, we wanted to fully lean in on its après-ski inspiration by popping up in a winter destination where guests could truly experience the products intense hydration benefits,” explained Rachel Berg, vice president of global marketing for Olehenriksen.

Casamigos returned as the exclusive tequila partner with its giant ice luge and ski lodge-inspired activation.

Hulu employees traded Texas warmth for mountain lodge luxury when Chicago-based Gravel Experiential transformed The Witte Museum in San Antonio into an enchanting après-ski escape for the company's annual holiday celebration in 2018.

A karaoke cafe channeled cozy ski lodge vibes, while a custom-branded ski lift photo booth captured the night's Alpine atmosphere.

On Jan. 22, DIFFA hosted its second annual Après-Ski fundraiser at theBryant Park Overlook, raising over $100,000 for the nonprofit’s grantmaking efforts, helping to address critical issues like HIV/AIDS, food and housing insecurities, and mental health challenges.

Inspired by the cozy charm of Alpine retreats, the event invited attendees to dress in ski lodge attire while overlooking the ice-skaters at Bryant Park’s winter village.

This year, Aperol is popping up at The Snow Lodge at The St. Regis Aspen Resort and sponsoring three performances of the resort’s Après-Ski Music Series, in addition to programming at other mountain towns across the U.S., such as locations in Colorado, California, Nevada, and Montana. To complement its winter events, the spirits brand also recently dropped its Après Ski Collection that includes beanies, thermal sets, hoodies, sweaters, and T-shirts.

Last year, e.l.f. Skin hosted bicoastal e.l.f. Après Ski(n) pop-ups. The activations included fun details like a crackling fireplace, vintage ski decor, a mountain lift photo op, and even some falling snow.

See more: Peak Pampering: How e.l.f. Created a Snowy Sanctuary for Skincare

Upon arrival, guests were greeted by brand ambassadors clad in ski gear and given a custom-branded ski lift ticket before hitting the “slopes”—aka the three product stations. After visiting and receiving a ski lift ticket stamp from all three pedestals, guests could redeem their ticket for a gift bag containing full-size products from each collection. In LA, the team also served green juice at a shotski station.

See more: Peak Pampering: How e.l.f. Created a Snowy Sanctuary for Skincare

At last year's Sundance Film Festival, Ketel One, the official vodka brand of the fest, hosted events including the Love Me premiere party and the Midnight MACRO party at the MACRO Lodge, which featured a chairlift activation.