Calvin Klein is partnering with Amazon Fashion to bring to life its Fall 2018 jeans campaign through an immersive retail experience in New York.
The Calvin Klein x Amazon Fashion NYC Market, as it’s called, sees three major attractions – a photobooth with flying popcorn, a photoshoot set-up themed around the brand’s “Together In Denim Billboard” campaign, and a giant water-box installation.
Visitors will also have the chance to win exclusive Calvin Klein products such as jeans and underwear designs, as well as Amazon devices, by playing games on site.
“By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phy-gital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy,” Marie Gulin-Merle, chief marketing officer of Calvin Klein Inc. told WWD.
Further detail show the interactive photobooth will feature levitating popcorn that visitors will be able to take a picture with. It was inspired by the Calvin Klein 205W39NYC Fall 2018 runway show, which saw the floor covered with the white snack.
The re-enactment of the brand’s “Together in Denim Billboard” campaign, which saw models posing on an oversized billboard, will have a professional photographer on site ensuring social media-ready snaps.
And the giant water-box will house vending machines where visitors have the chance to win limited edition artworks from the Fall campaign.
Amazon will also host an Amazon Alexa Jukebox Lounge, where an analog Juke Box enhanced through the Alexa voice technology, will allow visitors to interact with the music played on digital screens. Guests will also have the chance to use their voice to control the music and lighting.
Any visitors keen to purchase Calvin Klein merchandise on site will be able to do so smoothly through Smile Codes (Amazon-branded QR codes), which will give visitors access to the dedicated Calvin Klein website on Amazon Fashion. A dedicated #MyCalvins Campaign Shop will allow them to try things on when on site.
To further encourage consumer purchasing, the brand has also created a denim jacket in collaboration with rap star A$AP Rocky, exclusively available on Amazon Fashion.
This is the second time the brand has partnered with Amazon Fashion for an interactive experience. In November of 2017 the brand opened a tech-enabled store in Los Angeles and New York, selling exclusive stock and offering in-store customization stations.
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