Brand experience · Content · Paid media
We turned bulthaup Grandvalira into a brand experience beyond the mountain
Where it started
Strategy, film and digital campaigns to amplify a dining experience where design, cooking and landscape meet.
bulthaup Grandvalira is a dining experience in the Grau Roig sector. Inside a transparent space surrounded by snow, a bulthaup kitchen is part of the service, letting you experience the product in use rather than just look at it.
The challenge
The challenge was to take that experience into digital and widen its reach without losing the exclusive, careful and distinctive character of the brand.
- A seasonal activation that only existed for whoever happened to pass through Grau Roig.
- A product you understand by seeing it work, hard to convey in an advert.
- The risk of gaining reach at the cost of the brand's exclusive tone.
The diagnosis
What made the experience unique — the design, the kitchen in service and the setting — was exactly what never left the mountain. The message wasn't missing: what was missing was film able to carry it and distribution to take it further.
- The kitchen in use during a real service is the argument, not the set dressing.
- The Grandvalira setting is part of the product, not an interchangeable backdrop.
- Without in-house production, content depended on whatever each visitor captured.
The strategy
Build a visual and digital strategy around three elements: bulthaup's design, the food and the Grandvalira setting.
- The kitchen at the centre of the story: a design piece used during a real service.
- In-house photography and film rather than relying on supplied material.
- Paid media to widen reach without lowering the standard of what is shown.
The execution
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/01
Strategy and narrative
We defined the communications strategy and the narrative of the experience.
StrategyBrand narrative
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/02
Creative direction and production
We handled creative direction and the production of photography and film.
PhotographyFilm
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/03
Content and editorial line
We ran the content and editorial line on Instagram and Facebook.
InstagramFacebook
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/04
Digital campaigns
We ran Meta Ads and Google Ads campaigns to increase visibility.
Meta AdsGoogle Ads
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/05
Physical branding
We developed physical branding and communications pieces for the activation.
BrandingPoint of sale
The result
Across the five months analysed, bulthaup Grandvalira's content reached 1.27 million impressions on Instagram. Profile visits grew by 2,770% and the community by 80.15%. On Facebook it passed 650,000 impressions and 12,088 interactions in the same period. The project turned a seasonal physical activation into a digital narrative able to extend the experience well beyond Grau Roig.
- 1.27M impressions on Instagram Nov 2024 – Mar 2025 · Meta Business Suite
- +2,770% growth in Instagram profile visits Nov 2024 – Mar 2025 · Meta Business Suite
- +80.15% follower growth Nov 2024 – Mar 2025 · Meta Business Suite
Also moved
Starting point: A seasonal physical activation in the Grau Roig sector, reaching only those who passed by.
Period: Grandvalira, Andorra · November 2024 – March 2025
How it was measured: Period analysed: November 2024 – March 2025. Sources: Meta Business Suite and internal metrics provided by ALLÓ.
What ALLÓ did: ALLÓ led the communications strategy, creative direction, film production, social content and the Meta Ads and Google Ads campaigns for the period.
Venue data verified against a public source:
- 2.500 m de altitud, sector Grau Roig, Coma III, tubo de cristal Grandvalira · ficha oficial de bulthaup Grau Roig
- Cenas exclusivas de 10 a 16 comensales; cocina de Nandu Jubany, una estrella Michelin Grandvalira · ficha oficial de bulthaup Grau Roig
What we put to work
What we learned
A physical activation built around design isn't told, it's shown working. In-house film production is what let reach grow without lowering the standard of what was being shown.
What this case proves
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01
A seasonal activation can live all year in digital.
What happened over five months in Grau Roig went on existing as a story far beyond the square metre where it took place.
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02
A product in use convinces more than a product on display.
The kitchen filmed during a real service explains in seconds what a catalogue can't explain in a page.
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03
You can gain reach without lowering the standard.
The growth came from in-house production and paid distribution, not from softening the brand's tone to please more people.
Frequently asked questions
What did ALLÓ do for bulthaup Grandvalira?
It defined the communications strategy and narrative, directed photography and film production, ran content on Instagram and Facebook, activated Meta Ads and Google Ads campaigns and developed the physical branding for the activation.
What results did the strategy deliver?
1.27 million impressions on Instagram, 2,770% growth in profile visits and 80.15% in followers, over 650,000 impressions on Facebook and 12,088 interactions. Period: November 2024 to March 2025, according to Meta Business Suite.
Where is bulthaup Grandvalira?
In the Grau Roig sector of Grandvalira, Andorra: a transparent space surrounded by snow where a bulthaup kitchen is part of the service.
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