A Cultural Retreat
While the music played down the valley at Coachella, Calvin Klein hosted its own festival in the Palm Springs desert at the L’Horizon Hotel and Spa. The brand provided an immersive experience for A-list invitees, offering moments of escape and relaxation. This included Document contributor Hanne Gaby Odiele, model Anna Ewers, musicians Haim, Joey Bada$$, Adwoa Aboah, and Amandla Stenberg.
Brand Strategy and Creative Direction
Calvin Klein's 2017 initiative built on the success of the "I _____ in my Calvins" campaign. CK brought us in to expand their strategic brand planning and create cultural tentpole moments. For Coachella weekend, we designed an immersive experience at the L'Horizon Hotel and Spa. The goal was to create the "perfect Sunday" every day, with programming from Badly Drawn Models, Boiler Room, Y7 Yoga, and more.
Experience Design and Influencer Programming
In collaboration with Virgil Abloh, who served as co-host and curator, we transformed the property into the ultimate weekend getaway. The three-day agenda was packed with entertainment and wellness activations, custom merchandise, and scenic builds for photo moments. Overnight guests included Haim, Luka Sabbat, Joey Bada$$, Alesso, and Amandla Stenberg, with many attending for pool parties, yoga sessions, fireside chats, and live music.
Scope of the Project
The project encompassed brand strategy, brand messaging, creative direction, content creation, digital experience, digital strategy, experience design, influencer programming, naming, social content, and stage design. By creating an immersive and adaptable environment, we ensured the event's success and reinforced Calvin Klein’s cultural relevancy with modern consumers.
Services
Produced at Studio Institute
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