Brand Experience
Something Special Studios
CK Everyone Launch
year
2020
capabilities
Master Planning
Show Development & Production
Guest Journey
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Production Management
Calvin Klein wanted to make a big splash at New York Fashion Week with the launch of its new genderless and environmentally conscious scent, CK Everyone, and its accompanying apparel line. TAIT partnered with Something Special Studios to create an immersive play land for CK Everyone in the heart of Manhattan, open to consumers as well as media and influencers.
To celebrate the spirit of inclusive self-expression that CK Everyone perfume embodies, our team transformed a Soho space into an interactive retail environment where guests were invited to explore their identities. Installations like a giant kaleidoscope, a labyrinth, and a lenticular photo booth that guided Calvin Klein Everyone guests on a voyage of self-discovery. The space also featured a dedicated fragrance room and a customization studio where guests could further personalize their interaction with the Calvin Klein brand.
The ‘I LOVE EVERYONE OF ME’ pop-up also featured a CK Club and lounge area for VIPs, with pictures from the influencer launch party projected live onto a towering Calvin Klein billboard at Houston and Lafayette.
1 / 5
1 / 5
Thanks to careful design and innovative use of technology, the CK Everyone launch successfully amplified the brand’s message of diversity and environmental consciousness to a broad audience. Over 300 influencers attended the CK Everyone launch party, and thousands of messages were shared during the three-day activation.
Credits
produced by
productionglue, now tait
Tom Ford Beauty
SEPHORiA 2019
Image provided by Hunter Martin / Comcast Spectacor
Wells Fargo Center