PAUL & SHARK TAKES CORTINA

“Paul & Shark takes Cortina” is the project through which Paul & Shark aims to consolidate its presence in the famous town at the heart of the Dolomites. Here, where the 2026 Winter Olympics are due to be held, the shark will appear everywhere, including at the Scoiattoli refuge and on the clothes worn by the 400 athletes belonging to the historic ski club with which an annual partnership has been signed. A whole world to explore for the Winter 2023-24 season.

A creative concept inspired by the desire to share Paul & Shark’s purpose as an all-encompassing outdoor wear brand in a town like Cortina d’Ampezzo, where its own store has stood on the prestigious Corso Italia street since 2000. The historic Scoiattoli chalet and, generally speaking, the town as a whole will serve as the stage for this showcase, becoming something of an exclusive mini world for the brand.

With its visible beams, wooden tables, and panoramic terrace with stunning views of the iconic Cinque Torri peaks, the historic Scoiattoli refuge is the beating heart of the “Paul & Shark takes Cortina” project.

The chalet offers a warm, welcoming, and elegant setting in which to take a break from the bitterly cold conditions and immerse yourself in the world of Paul & Shark.

The set-up is branded throughout here, sharks in white and gold, accompanied by the iconic blue, make placemats, coasters, napkins, cushions, and blankets utterly unmistakable.

Everything evokes the brand, including a striking installation in the form of a blue ski mask decorated with white sharks located on the chalet’s panoramic terrace, where you can watch the sunset over the Dolomites near a small café with an ice-like covering.

The Scoiattoli refuge will transform into Paul & Shark’s very own winter home, where guests can experience the brand’s signature outdoor elegance.

Every detail is fine-tuned, leaving nothing to chance: on opening night, the Paul & Shark brand mascot will reach the highest peak of the Cinque Torri through an exclusive projection visible from the outdoor area of the refuge.

While the Scoiattoli refuge embodies Paul & Shark’s signature elegance and sophistication, the partnership with the Cortina ski club is a testament to the exceptional performance of its garments. Helmets made in collaboration with Atomic, masks, and sweatshirts featuring the brand shark will be worn by the athletes throughout the 2023-24 Winter season, bringing Paul & Shark’s iconic symbol— inspired by its passion for water—to the ski slopes.

A journey to the bitterly cold, snow-covered mountains, where a warm, welcoming wooden refuge awaits. A story of elegance, refinement, exceptional performance, and the great outdoors. Everything is happening in the town of Cortina d’Ampezzo, the location carefully selected—and soon to be covered in sharks—as the brand’s chic and exclusive home for Winter 2023-24.

“Paul & Shark takes Cortina” has launched with a digital experience featuring 10 special talents, an après-ski party in the mountains and an in-store event. See more on social media: #SharktakesCortina @paulandshark