26 October 2018

Insights into new Bogner 'Fire + Ice' store on occasion of the Ski World Cup Opening in Sölden, Tyrol, Austria

Today on 26 October, the Ski World Cup Opening in Sölden happens with parties; the races start tomorrow (until 28 October). For the ones who are attracted by fashion and film will find two other highlights alongside to parties and ski racing: The brand new Bogner 'Fire + Ice' store and the '007 Elements' exhibition. Both, the fashion store and the exhibition are driven by the medium film and action. Willy Bogner, owner of the Bogner brands, became after his career as Olympic alpine ski racer one of the best directors of skiing scenes in film; among the movies can be found four James Bond films where he directed the ski scenes. On bogner.com, the brand contributes an own page to the '007 Elements - A James Bond Cinematic Installation' (re-opening today) at the Gaislachkogel mountain in Sölden, one of the filming locations of the Bond movie 'Spectre', inclusively the presentation of the Bogner outfits of the museum staff.

By the way: The team of the German Ski Association, the DSV Alpin, was outfitted again by Bogner right before the World Cup start in Sölden. (Video from the event with German athletes).

The worldwide first 'Fire + Ice' store with the label's performance, athleisure wear for women and men was officially opened today in Sölden. The brand 'Fire + Ice' is named after the successful freestyle skiing/music movie from 1986 by Willy Bogner with music by Grammy Award winner Harold Faltermeyer (composed for movies like Beverly Hills Cop, Top Gun,...). 1987, 'Fire + Ice' received the Bavarian Film Award.

fig. right: View at the windows of the 'Fire + Ice' store at Dorfstraße 45 in Sölden, Tyrol, Austria. Below: The 110 square meter store was developed by the Bogner Shop Design team together with shop design company Knoblauch (Markdorf, Germany). The shop is organized in cooperation between Bogner and sports retailer Sport4You. More images at sport4you.at. Photos: © Sascha Kletzsch 2018, www.sascha-kletzsch.info.

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