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Ski meets Shark: Paul & Shark legt in Cortina an

It's quite a challenge to bring a ship up to an Alpine summit. Actually impossible, really. However, the spirit of freedom and exclusivity that sailing embodies can much more easily be transported into the powdery snow. At Paul & Shark, they didn't hesitate when the opportunity arose to conquer the Dolomites.

  • Text
    Marko Knab
  • Fotos
    Paul & Shark

Sharks in the snow? Absolutely. It becomes possible when a luxury brand with sailing roots flawlessly taps into new markets and brings concepts to life. After all, those who sail inherently carry the genes of explorers within and are ready to discover new worlds. And who says one can only sail along the coasts of this world? 'Paul & Shark takes Cortina' sets its course for the heart of the Dolomites. Here in Cortina d’Ampezzo, the future site of the 2026 Winter Olympics, there's now a shark alert: The well-known 'Paul & Shark' logo is newly omnipresent, even at the Scoiattoli refuge and on the clothing of the 400 athletes from the historic Ski Club, with whom a partnership has been established.

This entails new thinking and bold actions: The historical Scoiattoli Chalet and the town itself serve as a grand showroom, transforming into an exclusive miniature world for the brand. With rustic-charming beams, wooden tables, and a panoramic terrace offering breathtaking views of the iconic peaks of Cinque Torri, the refuge becomes the centerpiece of the 'Paul & Shark takes Cortina' project.



Here, sharks in white and gold, accompanied by the brand's iconic blue, make table mats, coasters, napkins, cushions, and blankets absolutely distinctive. And thinking a bit oversized is permissible, such as with a striking installation in the form of a blue ski mask with white sharks on the chalet's panoramic terrace, where one can observe the sunset over the Dolomites near a small café covered in an icy-like setting.

'Paul & Shark takes Cortina' officially opened on December 7th - with a digital experience, an après-ski party in the mountains, and an event at the store.

Marko Knab

Marko Knab

Journalist & Photographer
Life writes the best stories - and Marko Knab tells them in text and picture form. His focus: people & their very own stories and cars, motorsports and travel stories. He already worked for Motorsport-Total.com while completing his Bachelor's degree in German Language, followed by a brief stint at a local daily newspaper and a Master's degree in literature and cultural theory - and ramp.

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