Case Study

CK Everyone Launch

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Calvin Klein was looking to make a big splash for New York Fashion Week with a launch party and pop-up shop for their new genderless and environmentally conscious scent and fashion collection, CK Everyone. This bold new line embraces the spirit of self-expression, I am one, I am many. I love everyone of me. They were looking to make a big statement in the heart of Manhattan, creating immersive playland where media, influencers, and consumers could explore their newest offerings.

We worked with Something Special Studios to execute their designs, transforming a space in Soho into a premium immersive retail environment, where guests could strike a pose inside a giant kaleidoscope, lose themselves in a labyrinth, or get expressive inside a lenticular photo booth. There was a CK Club and lounge area for VIPs, where an influencer event captured, and projected party pics live onto a Calvin Klein billboard that rose high above the city on Houston and Lafayette. This event had endless shareable moments, including a large-scale CK Everyone bottle infinity mirror, and a statement wall where guests left powerful messages. Florals and cedar were woven throughout a fragrance room, where attendees could explore the scent’s components on illuminated pillars. A sleek retail space displayed the CK Everyone collection and allowed guest to score enviable apparel and make it their own through a customization studio.

By creating an immersive playland, Something Special Studios and productionglue were able to help Calvin Klein communicate and amplify their message that I am one, I am many. I love everyone of me and enabling them to interact with the brand in a whole new way. Over 300 influencers attended the CK Everyone Launch party and thousands of impactful messages shared during this 3-day activation.

 

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