Project360 was asked: “JBL has JBL Fest in Las Vegas, how can we create something similar for EMEA?” Out of that challenge came the first JBL Snow Party in 2019, held in Val Thorens and growing into an annual winter brand spectacle.

JBL wanted a flagship EMEA event that captured the excitement of JBL Fest, but felt local and deeply engaging. They sought a concept that would resonate across countries, engage Gen‑Z and Millennials, and reinforce product launches with genuine experiences.

Project360 designed a four‑day winter festival that blended music, tech and lifestyle. We secured key partners, guided talent bookings, handled logistics and managed artists through five editions. Each year, JBL Snow Party evolved: attendees live‑tested new products on the slopes, DJs performed live sets, and we integrated interactive digital elements, including hosting a playground in Roblox to extend reach beyond the resort.

Attendees skied by day, danced by night, and discovered JBL innovation everywhere. The immersive festival setting brought brand energy to life in an authentic way: no gimmicks, just real moments on snow and digital exploration together.

Across five editions, around 450 participants gathered annually and brand loyalty soared. Innovative elements created fresh stories each year. Social reach climbed with millions of impressions, videos went viral, and product launches saw strong uptake from event buzz. The Snow Party became a signature activation for JBL in EMEA, born from an idea, grown into tradition, and executed every year by Project360.