In French, atelier means “an artist’s workshop or studio.” In Aspen, it means a new pop-up boutique and collaboration between Rossignol and Ski Butlers. Rossignol has been handcrafting skis in the French Alps for over a century. To celebrate a new heritage-inspired apparel and footwear line, the company has launched several pop-up boutiques in Europe and Scandinavia — with Aspen, Colorado, chosen as the location for the first North American brick and mortar store.
This particular brick and mortar resides in the historic Benton Building, located in the heart of downtown Aspen. The first floor houses Rossignol’s mountain-to-city-inspired apparel and footwear, while the second floor, named Atelier by Ski Butlers, showcases limited edition and exclusive high performance equipment. “We think of atelier to mean artisanal and handcrafted and it demonstrates our authentic French brand that celebrates French heritage,” says Francois Goulet, president of Rossignol North America. “We picked Aspen because of its elegance and exclusivity — it’s the right market for our new apparel line and also for the partnership with Ski Butlers, which has an exclusive relationship with Rossignol.”
Atelier by Ski Butlers combines unparalleled service with a unique demo experience. The gear includes limited edition models, European models not available anywhere else in North America, as well as next year’s models — not yet available to the public. Clients can reserve gear online or walk in to the store to choose from the exclusive fleet. Ski Butlers delivers, services and picks up all gear — removing any hassle of transporting skis, boots or snowboards. “Ski Butlers has an excellent delivery service,” says Goulet. “In Aspen, customers can go to the store, pick out what they like, have it delivered to their hotel or chalet and picked up by Ski Butlers at the end of their stay.”
The first floor features apparel designed in both Milan and the Alps for the functional elegance Rossignol calls “mountain to the city.” Along with the tri colorway of bleu, blanc, rouge, which nods to Rossignol’s French roots, the line also includes collaborations with the French designer JCC (Jean-Charles de Castlebajac), Tommy Hilfiger and the architectural magazine, Wallpaper. The Atelier S jacket, for example, features a long silhouette, high collar, seamless construction and a waterproof/breathable SympaTex membrane for a technical and high-end product. The pop-up also includes jewelry from the well-known designer, David Yurman. “This opportunity to have a pop-up store at a historic landmark building in Aspen has shown us excellent results,” says Goulet. “It may be the place for a permanent store.”