The holiday season is made for sharing. So for the third event in a row, Silk teamed up with us for our Croiss’mas. For this event, we chose a clear objective with Danhae Jean: warm people’s hearts.By making them dance, of course, but also by offering delicious plant-based hot drinks and giving away hundreds of gifts. And since we like to do things big, we decided to create a giant advent calendar. Simply.
Advent calendar, but make it Silk
Have you ever seen a life-size advent calendar? The Silk Café made it happen. What is the Silk Café? A long cabin that served two purposes: serve hot drinks and act as an advent calendar. 10 doors, 10 gifts to discover. And since the holidays are all about magic, gifts reappeared every time someone picked a door! Or maybe it was our exceptional elf-volunteers, who knows!
The gifts:
· Latte or Matcha candles, paired with a Silk “holiday season” sticker
· Silk products (peppermint mocha oat coffee creamer, festive nog)
· Brick-shaped Silk Barista Almond cookies made by the talented team at La Biscuiterie de Montréal
Croissound x Silk Barista: –10° Croiss’mas
December 7, 11 a.m., the Croiss’mas festivities officially begin. As always, the morning community shows up. And very quickly, orange beanies (with humans underneath) cover the place.
In total, nearly 4,000 people came to enjoy this enchanted village where plant-based drinks flowed freely. From Silk hot chocolate to espresso topped with peppermint mocha oat coffee creamer, and the timeless Barista Almond Latte.
In four hours, more than 2,000 Silk hot drinks were served between the Silk Café and our three other coffee cabins run by Escape Coffee Company, Café Bankal, and Café Balade.
Right from the start, a line formed in front of Baptiste, Jacob, and Justin, our three dedicated elf-volunteers who brought the Silk advent calendar to life. More than 400 people got to enjoy a moment of sharing and magic, and leave with a gift.
Croissound x Silk, a relationship that lasts
Silk joined the Croissound family at our Wellington Street event in August. For that edition, we created the Silk Club together. A playful, gamified activation that let people leave with a unique souvenir.
The rule was simple: you play, you win. Hundreds of people lined up one after another to try to win coasters, keychains, “Silk Club” glasses, and the most coveted prize: Silk Club x Croissound bags.
Participants (and the people around them) will remember an atmosphere full of energy, sharing, and laughter (and maybe aliiiittle bit of cheating). In any case, that desire to make people happy is what became the foundation of our partnership with Silk.
After three successful events, we can already tell you we’re planning great things together for 2026. We can’t say more yet, except maybe this: the goal will stay the same all year long. Making our community happy.
Written by Sébastien Michel
