This week the house of Calvin Klein took to the streets of New York City to develop an immersive experience pop-up to take their longstanding relationship with Amazon to the next level.
The Calvin Klein x Amazon Fashion NYC Market, as it was dubbed, brought to life the “Together in Denim Billboard” Calvin Klein Jeans fall ad campaign creating an Instagramable backdrop for guest to re-create the campaign shoot. Add to that a pop-up shop, custom goods available at the venue and available on Amazon, an Amazon Alexa Jukebox Lounge, interactive stalls, limited-edition water boxes with artwork from the latest Calvin Klein Jeans campaign, a ‘Popcorn Stall’ where guest can pose for photos with floating popcorn, and a surprise performance by CK collaborator A$AP Rocky, and you get a sense of what the three day event at the Flatiron Plaza on 23rd Street between Broadway was all about.
This isn’t the first Calvin Klein x Amazon rodeo as Calvin Klein Jeans have been available on Amazon for going on 10 years now while Calvin Klein underwear has been for sale for eight. The partnership is so strong that last year Calvin Klein released offerings from Calvin Klein Jeans and Underwear exclusively through Amazon before being available in department stores. And the pair opened up holiday pop-up shops around NYC in 2017, although none creating the same level of experiential marketing that came from this years event.
The event was a roadmap for creating a social media driven experience that gave the localized audience the tools to put the word out on their own via digital. Calvin Klein brand ambassadors, dropped by the event to generate excitement and A$AP Rocky performed tracks from his previous work as well as forthcoming album including “Raf”—a track named after Calvin Klein Chief Creative Officer Raf Simons. That coincided with a limited-edition product drop: the Calvin Klein Jeans “A$AP Rocky Trucker Jacket” exclusively to Amazon Fashion.
What caught The Impression’s attention was how smart the concept was driving awareness through entertainment and creating consumer memories and goodwill. Far too often, houses get caught up in driving the short term sales transaction, not recognizing that the experience drives how guest with share it. Because today the true balance to a successful pop-up shop is less shop, and more pop.