Inside the ROXY Snow Club with Aléna Jeangrand
From sun-soaked roof tops in Madrid to snow-covered pop-ups in Montreal, ROXY knows how to create a vibe—and The Swell Communications knows how to bring it to life. At the helm is Aléna Jeangrand, founder of the France and Canada-based boutique PR and event agency behind ROXY’s latest experiential stunner: ROXY Snow Club.
What started as a casual convo quickly turned into a globe-trotting, snow-dusted series that blended action, sorority, and style in the most ROXY way possible. We caught up with Aléna to talk inspiration, storytelling, and how the smallest details can create the biggest magic.
Where it all began
“Last summer, we kicked off the brand’s first ROXY Pool Club Tour across Europe and the US, bringing the beach to the city in Madrid, London, New York, Los Angeles and Biarritz,” says Aléna.
“After the tour wrapped, I was having lunch with ROXY’s Global GM, Danielle Mckenzie, and she said: ‘We need to bring the mountain to the city as well.’ From then on, we developed an ‘On The Mountain, In The City’ concept that felt immersive and fresh, adapted to the reality of four cities with completely different cultures and lifestyles.”
Anything but “just another influencer trip”
After the ROXY Pool Club, it would’ve been easy to rinse and repeat (well, maybe just freeze the water first). But the Snow Club wasn’t just a winterized version of what came before. It was an entirely new experience with its own pulse and sense of wonder.
“We take immense pride in keeping humanity at the center of projects like these,” says Aléna. “Of course it’s about having this wow moment, but ROXY is chock-block filled with amazing individuals—both in athletes and staff—all of them wonderful ambassadors for the brand so we make sure they are front and center. Add to that some movement, unique locations and fun, and you’ve got something that makes audiences want to be a ROXY Girl!”
From ice-carving and curling to cold plunges and skating, each event invited guests to step out of their comfort zone—just like the brand was built to do.
“For a lot of guests, it was their first time at giving these activities a try and they were all up for the challenge, which made for great memories.”
On the mountain, in the city
Après-ski lounge chairs. Mountain-themed gifting. Skis and snowboards propped casually at city venues. Fondues, cocktails, and even real snowfall in Munich and Montreal. Every touchpoint helped bring ROXY’s snow collection to life in ways that felt tangible, immersive, and undeniably cool.
“We really wanted it to feel like the mountain had arrived in the city,” says Aléna.
And it showed. Whether guests were discovering branded marshmallows in their hot chocolate, or ice skating beside an inflatable igloo, the vibe was consistent and joyfully ROXY.
“Some details don’t stand out immediately but you might notice them after an hour and the reactions are always great. We try to keep guests surprised throughout the evening.”
Planes, props and plan Bs (and Cs)
Pulling off an experience like this—across multiple cities and countries—takes more than a dream and a good playlist. There were flight delays. Shipping issues. Decor pieces that needed to feel cohesive, even when traveling from one snowy scene to the next.
“Travel comes with its set of challenges and we had to deal with a couple delayed flights that make for a speedy on-site execution,” Aléna shares. “Plan Bs and Cs are always in the back of our mind though.”
Still, you’d never know it from the photos.
ROXY’s in-house content team (alongside talented photographers) captured both stunning hero shots and the quiet, intimate moments in between. Their ability to tell the story—without overproducing it—was key.
“I’ve been working with these wonderful women for years and we really work hand-in-hand to make sure our events will translate beautifully to ROXY’s social platforms.”
Surprise, delight, and serendipity
Of all the planned moments, one of the most magical wasn’t on the itinerary.
“A favorite for my colleague Maddie and I remains the impromptu snowfall during the ice-carving workshop in Munich. Absolutely magical!”
More than metrics
While the campaign performed solidly on social media (and received strong media pick-up), Aléna sees impact beyond the numbers.
“I honestly believe that if people have a good time, the content that comes out of the event will be great,” she says. “We also got some great media pick-up from editors who got to try the ROXY snow collection for themselves on site.”
What matters more? The relationships that formed, the stories that were shared, and the sense of brand loyalty that can’t be manufactured.
“Sometimes you’ll look back and realize you’ve been working with this one person for years and the reason for that is they love the brand and the experience it invites them into. That builds brand loyalty and truly goes a very long way.”
Looking back, Aléna knows exactly what she’s most proud of.
“The big-eyed sense of wonder I saw when our guests entered our events.
It’s the best feeling ever.”
Follow Aléna and her team’s work at http://theswellcom.com/.
