To reflect the store’s community and cultural involvement, the design had to extend beyond mere retail and channel the wild, untamed spirit of the sport of trail running. Sunst created an evocative and layered interior environment, communicating spontaneous, energetic impulses through unexpected material and surface combinations. Raw, natural material like rock and stone are incorporated alongside technical mountaineering gear, offset by playful local flourishes (such as classic French milk crates “caisses à lait”).

Climbing ropes and custom Sentier fixtures are integrated into modular shelving and adjustable displays. A tactile palette of textile boards, plywood, aluminium and real stone is punctuated with vibrant pops of colour. Surfaces are left deliberately unfinished – even the white wall tiles are ungrouted – to accentuate the “in progress” aesthetic. This continual interplay between the technical and organic, precision and spontaneity, the functional and the playful, the slick and the textured, played out throughout the store, pushing away from slickness and perfection and the over-branded retail spaces or “shabby chalets” so typical of Chamonix and towards a more dynamic, adaptable store identity.

The multilevel space allows for distinct functions on each floor: the first floor focuses on retail, showcasing state-of-the-art brand installations and collections; the ground floor hosts events and new product showcases, while the basement is reserved for storage and operational needs.


Sustainability was a key consideration, throughout the project, with eco-friendly materials prioritised wherever possible. Custom-made seats, rubber-coated in blue and formed from recycled foam, provided a striking contrast to the hard surfaces around it. The store is enhanced by a number of unique tuned design details: high-spec wooden speakers developed with H.A.N.D. HiFi and a digital art screenwall created from repurposed and recycled screens in collaboration with Upframe.

Sunst’s concept was designed to hold diverse narratives: technical and functional precision balanced simultaneously with the possibilities and freedom of trail running. This plurality, expressed through material sensitivity and contrast between the technical and natural, the commonplace and the bespoke, shaped Sentier’s multifaceted identity, evoking the rebellious feeling of trail running. Ultimately, ensuring this highly adaptable community hub – with its blend of retail, exhibition and event space – remained rooted in the local culture while reflecting and engaging with the global nature of the sport.