Tommy Hilfiger & AKQA at New York Fashion Week

To unveil the highly anticipated Spring 2014 collection to the world at New York Fashion Week, Tommy Hilfiger partnered with AKQA to craft the most socially connected runway event in the brand’s history. Garnering a total reach of more than 200 million impressions on Twitter and Instagram (+230% compared to last show), the event featured immersive real-time social experiences including a Social Concierge service for attendees.

The Social Concierge service conceived by AKQA, delivered exclusive photos, videos and other premium runway content to attendees in real time. Servicing media from more than 90 countries worldwide, dedicated virtual and onsite press teams responded to live incoming requests to deliver bespoke content to guests and social influencers.
 

Lytro cameras proposed by AKQA enabled attendees and influencers to capture the event and create immersive experiences for their followers on social media. At the runway, Tommy Hilfiger delivered the digitally enabled cameras with unique light field lenses, which allowed audience members to create and share dynamic images that can be refocused after the image is captured.
 

Designed and developed by AKQA, “The Conversation” featured an expansive 90-ft. digital installation at the runway event. Spanning 72 high-definition screens, the installation projected a real-time stream of the social commentary surrounding #TommySpring2014, and echoed the inspiration behind the Spring 2014 Collection with a spectacular video backdrop of the California beach at sunset.
 

AKQA also created and executed The Runway Newsroom—a streamlined content distribution hub to provide global access to all Tommy Hilfiger Spring 2014 collection-related materials. The platform provided global access to high-quality assets from the Tommy Hilfiger Spring 2014 Runway including press releases, runway music tracklists, set design details, photos and videos—within 11 minutes of the conclusion of the event.
 

Partnering with AKQA, Tommy Hilfiger successfully delivered a democratic and inclusive runway experience that leveraged real-time social commentary, connected digital influencers with unique content, and introduced a global audience to a new digital age of fashion.