Hyba Immersion : When Well Being Becomes a Brand Experience

context

For the launch of its Spring 2026 collection, Hyba aimed to build on the success of the 2025 event while elevating the experience. The ambition was clear: to create a distinctive moment rooted in wellness and movement, driven by a strong technological scenography.

Designed to support active women in their everyday movement, the collection deserved to be experienced rather than simply presented. Franchir therefore developed a custom activation at Oasis Immersion, where visual projections, immersive soundscapes and enveloping staging amplified the physical experience.

The event needed not only to captivate from an experiential standpoint, but also to generate a strong volume of organic content, maximize impressions and position Hyba as a brand that innovates in the way it connects with its community.

Objectives

Strategy

• Targeted guest selection: Invitation of 14 content creators and 6 media representatives, chosen for their credibility and amplification potential.
• Immersive concept: A fit core class within a technology-driven environment at Oasis Immersion, integrating visual projections and a sensory atmosphere.
• Product in real-life context: Guests wore the new collection during the workout, directly testing the garments in motion.
• High-impact setting: Selection of a visually striking venue to maximize photo and video impact, encouraging the creation of Stories and Reels.
• Seamless programming: A balanced flow between physical activity, collection discovery, networking moments and content opportunities.

Compared to 2025, the experience was designed to increase the proportion of permanent posts and boost impressions per attendee.

Results

• 20 attendees, including:
  • 14 content creators
  • 6 media representatives
    
• 55 pieces of content generated, including:
  • 83.63% Stories
  • 16.37% posts
    
• Publication rate:
  • 95% of invited guests shared content.
    
• Total estimated impressions: 1,410,000
• 1.63 million video views
• 875 engagements:
  • 101 comments
  • 752 likes
  • 22 share

Participation comparison 2025 vs. 2026:
A 25.96% increase in average impressions per participant between 2025 and 2026.
Significant increase in individual performance and publication rate.

(Data drawn from visibility reports and Stellar 2026)

Credits

Public Relations & Experiential Event Production | Franchir 
Client | Hyba (Reitmans) @reitmans @hyba 
Location | Oasis Immersion (@oasisimmersion)
Fit Core Teacher | Mister Miguel (@mister.miguel)
Photos/Videos | Elizabeth Gartside (@parfumdefemme)
Caterer | Betterave Traiteur (@betterave.traiteur)
Matcha Bar | Monbrewbar (@monbrewbar)