The snowglobe in action in last year's launch. Photo: Bob Smith/grough
Visitors to Kendal Mountain Festival later this year will be offered the chance to step into a giant snowglobe.
But rather than contending with a freezing cold storm, participants will be showered with a high-tech insulation material.
The inflatable snowglobe is a collaboration between PrimaLoft and north-east outdoors brand Montane.
It first made its appearance at the press launch of Montane’s Icarus and Phoenix jackets, which use PrimaLoft’s ThermoPlume, a loose-fill blown insulation that has been designed to mimic the properties of down fillings.
Montane has extended its range this season.
A spokesperson said: “Festival goers will have the opportunity to enter a snowglobe and instead of snow, be showered in PrimaLoft Insulation ThermoPlume, experiencing its fluidity, feel and warmth in a fun and memorable way.
“The snowglobe will also provide a focal point for photograph opportunities and both Montane and PrimaLoft will be encouraging visitors to share their photos on social media, using hashtags #PrimaLoft #ThermoPlume and #MyMontane.”
Kendal Mountain Festival will run from 15-18 November in the Cumbrian town that was home to renowned guidebook author and artist Alfred Wainwright.
Terry Stephenson, Montane’s head of marketing, said: “We’re excited to team up with PrimaLoft again, especially at such a renowned outdoor event for the very first time.”
“Montane has always been an early adopter of PrimaLoft innovations for more than 15 years. Being the first British outdoor brand to launch PrimaLoft Insulation ThermoPlume in our products has exceeded retailer expectations and we’re now looking forward to getting visitors to the festival more engaged and involved in our new product launches.”
Michael Jakob, European marketing manager for PrimaLoft, said: “Our ground-breaking development is a unique blend of water-resistant PrimaLoft fibres in the form of small, silky plumes, which collectively form a loose-fill insulation, replicating the lightweight warmth, softness and compressibility of natural down.
“Our new insulation really does make an excellent snowglobe, as well as jacket, fill. It will be interesting to see the reaction from visitors when they get to really feel the performance of ThermoPlume as they get covered in it.”
