Tommy Pier NYC

Art DirectionBrand DesignCreative DirectionDesign DirectionDigitalEnvironmentalEventExperienceGraphic DesignRunwayVideoInnovation

Sep 30

Written By Miette L. Johnson

Tommy Hilfiger, 2016

Tommy Pier NYC

Fall 2016 Runway Show

Senior Art Directors, Miette L. Johnson, Eva Tellman. Production Designers, Jie Chen, Sarah Brueckner. Creative Producers, Igor Guinau, Holly Brooks. Illustration, Ahoy There/Ross Crawford. Animation, Botoboto. Event Creative, Randall Peacock Studio. Creative Partners, KCD, Starr Media.

Signifying a new era in the democratization of fashion, Tommy Hilfiger launched TOMMYNOW, its first ever in-season runway show and ‘see now, buy now’ format, at South Street Seaport in New York City. Reimagined in inimitable Hilfiger style as Tommy Pier, the two-day event was inspired by harbour-front fairs from Coney Island to Santa Monica, featuring fairground rides, carnival games, and an eclectic mix of vendors. Tommy Pier included collection and vintage pop-up shops, a vinyl record store, as well as nail bars and tattoo studios. 2000+ guests also enjoyed classic fairground foods and a 40-foot Ferris wheel with views of the iconic New York skyline. Tommy Pier was open to the public for the full weekend, with a roster of DJs and large format LED screens that broadcasted the show, including two interactive shop walls.

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Inspired by harbour-front fairs from Coney Island to Santa Monica, we worked with illustrator Ross Crawford (Ahoy There) to create a series of motifs that draw on vintage designs, giving the event an eclectic, tactile yesteryear look-and-feel.

“This unforgettable event … TOMMYNOW will remain amongst fashion’s history books as the most successful revolution of the tired rituals of fashion shows.”

— Il Giornale

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Moving away from a traditional show format, Tommy Pier was a fully interactive experience, amplified through digital commerce. The brand’s longstanding vision to democratize fashion and engage consumers in a fun, unique way was realized, both onsite and online. The shoppable livestream allowed show attendees and those watching remotely to immediately shop every look the moment it hit the runway, white digital touchscreens, social commerce channels, including Instagram, Snapchat, Facebook and Pinterest brought the live experience to consumers around the world.