The three-day interactive brand event at Manhattan’s Flatiron Plaza opens to the public on Friday. Calvin Klein, a subsidiary of PVH Corp., said the market is meant to immerse guests in a physical environment with a series of digitally enhanced experiences driving them to Amazon.com/mycalvins.
Calvin Klein x Amazon Fashion NYC Market brings to life the Calvin Klein Jeans fall advertising campaign through interactive stalls that integrate product and technology. The experience will feature the “Together in Denim Billboard” as seen in the campaign, and allows visitors to recreate the campaign shoot, including having a photographer to capture photos.
“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 at 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.”
Visitors can play games for the opportunity to win prizes, including Amazon devices, as well as Calvin Klein Underwear and Jeans products and accessories, and other exclusive merchandise. Limited-edition water boxes featuring artwork from the ad campaign will be given away through vending machines housed in an oversized water box installation.
At the #MYCALVINS Campaign Shop, guests will have the opportunity to try on new styles from Calvin Klein Jeans, and shop and purchase the products at the Calvin Klein digital store on Amazon Fashion. In the Amazon Alexa Jukebox Lounge, visitors can use a jukebox upgraded with Amazon Alexa to control the music and lighting with their voice and interact with the music on digital screens.
At the Popcorn Stall, people can pose in a photo booth with floating popcorn designed to recreate the special effects of the Calvin Klein fall runway show. Calvin Klein brand ambassadors and notable personalities are scheduled to visit the market throughout the weekend.
In conjunction with the event, Calvin Klein has created a limited-edition Calvin Klein Jeans “A$AP Rocky Trucker Jacket” exclusively for Amazon Fashion. The jacket, created for the rapper, will be available for customers through Calvin Klein social channels in the U.S.