Calvin Klein and online giant reunite for immersive brand experience
Calvin Klein and Amazon Fashion are at it again.
The companies are teaming up for an interactive brand “activation” at the Flatiron Plaza in Manhattan. The three-day event, which opens on Oct. 5 , is designed to immerse guests in a physical space with a series of digitally enhanced experiences — with an end goal of driving visitors to the Amazon.com/mycalvins site to buy product.
The Calvin Klein X Amazon Fashion NYC Market will feature interactive “stalls” (or stations) that combine product and technology. The experience will feature the brand’s “Together in Denim Billboard” from its fall campaign, allowing visitors to recreate the shoot, complete with a photographer to capture photos. At the #MYCALVINS Campaign Shop, guests will be able to try on new styles from Calvin Klein Jeans and shop the product via the Amazon App. Limited-edition water boxes, complete with artwork from Calvin Klein Jeans’ latest campaign, will be given away at the event through vending machines housed in a larger-than-life water box installation.
In the Amazon Alexa Jukebox Lounge station, visitors can use their voice to control the music and lighting, and interact with the music on digital screens. Amazon SmileCodes are located throughout the space to facilitate a seamless shopping experience to Calvin Klein’s digital store on Amazon Fashion.
In addition, visitors can play games to win prizes, including Amazon devices and product from the designer’s jeans and underwear lines, as well as exclusive Calvin Klein merchandise. At the Popcorn Stall, visitors can pose for photo moments in a one-of-a-kind booth with floating popcorn, with the experience designed to recreate the special effects of the Calvin Klein 205W39NYC fall runway show.
“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted market-ing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Cal-vin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”
“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted marketing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”
During the 2017 holiday season, the two companies launched Calvin Klein X Amazon Fashion pop-ups, in New York City’s SoHo area and Santa Monica, Calif. The pop-ups sold Calvin Klein Underwear products, including men’s and women’s underwear and loungewear offerings, while an online site offered an expanded selection of Calvin Klein jean products.
The companies are teaming up for an interactive brand “activation” at the Flatiron Plaza in Manhattan. The three-day event, which opens on Oct. 5 , is designed to immerse guests in a physical space with a series of digitally enhanced experiences — with an end goal of driving visitors to the Amazon.com/mycalvins site to buy product.
The Calvin Klein X Amazon Fashion NYC Market will feature interactive “stalls” (or stations) that combine product and technology. The experience will feature the brand’s “Together in Denim Billboard” from its fall campaign, allowing visitors to recreate the shoot, complete with a photographer to capture photos. At the #MYCALVINS Campaign Shop, guests will be able to try on new styles from Calvin Klein Jeans and shop the product via the Amazon App. Limited-edition water boxes, complete with artwork from Calvin Klein Jeans’ latest campaign, will be given away at the event through vending machines housed in a larger-than-life water box installation.
In the Amazon Alexa Jukebox Lounge station, visitors can use their voice to control the music and lighting, and interact with the music on digital screens. Amazon SmileCodes are located throughout the space to facilitate a seamless shopping experience to Calvin Klein’s digital store on Amazon Fashion.
In addition, visitors can play games to win prizes, including Amazon devices and product from the designer’s jeans and underwear lines, as well as exclusive Calvin Klein merchandise. At the Popcorn Stall, visitors can pose for photo moments in a one-of-a-kind booth with floating popcorn, with the experience designed to recreate the special effects of the Calvin Klein 205W39NYC fall runway show.
“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted market-ing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Cal-vin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”
“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted marketing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”
During the 2017 holiday season, the two companies launched Calvin Klein X Amazon Fashion pop-ups, in New York City’s SoHo area and Santa Monica, Calif. The pop-ups sold Calvin Klein Underwear products, including men’s and women’s underwear and loungewear offerings, while an online site offered an expanded selection of Calvin Klein jean products.