More than 500 guests (all dressed head to toe in Calvin Klein wares) attended the urban-chic bash, called Night of Music, including brand ambassador Hailey Bieber. The event took place at Musikbrauerei, a 120-year-old building, and a former brewery, that is one of the last authentic locations in Prenzlauer Berg. The grand building was the perfect spot for the brand to set up its immersive experiences – hosting a night of music and discovery, which began in a mirrored entrance hall with Calvin Klein’s FW19 collections hanging from the ceiling. A neon #MyCalvins light fitting at the end wall left no one in doubt of the brand identity.
The immersive experiences were divided into multiple rooms – each curated around different moods, encouraging self-expression and providing idyllic photo moments. Influencers took full advantage of the perfect lighting, taking selfies using the Calvin Klein filter specially created by graphic designer, and Instagram star, @holymariia. Also using the hashtags #MyCalvins and #Mood, all their action was tracked on social media – check it out for yourself, and see if you can spot Vogue Arabia’s coverage.
Each room was designed to challenge the consumer and their own perception of individuality through personal questions. The first room explored life in light, with bright, white strobes of light shining on virgin sheets hanging from the ceiling with questions projected upon them. “What’s your name? Who are you? Where are you from?”
The second room explored life in color. The mood was slightly more menacing, flooded in red light. “What are your talents? What triggers you? What brings you Euphoria?” were the questions presented on a wall. The third immersive room looked at life in darkness, questions like “What keeps you up at night? What turns you on and what’s you finsta?” scrolled along the wall while a spotlight shone down in the middle of the space, offering an ethereal effect much like in Rome’s pantheon.
With self-expression and mood fully explored, the party continued upstairs, taking to the streets of New York with a grocery store where you could customize your own CK T-shirts. Then from the streets to the nightclub, the finale took place in a Studio54-inspired hall – complete with a white horse (albeit fake), disco balls and live DJ acts. The Calvin Klein logos echoed around the venue, whether projected on the walls or reflecting from the clothes of every party goer, creating a true ode to the brand, offering the perfect celebration for an epic milestone. The new Calvin Klein collection is in stores now and can be shopped online.
Before the party kick started, Hailey Bieber sat down for 1o minutes with Vogue Arabia to discuss the brand, her relationship with Justin Bieber and their family plans. Find out exactly what she had to say…