Tommyland Venice Beach

Art DirectionBrand DesignCreative DirectionDesign DirectionDigitalEnvironmentalEventExperienceGraphic DesignRunwayVideo

Dec 1

Tommy Hilfiger, 2017

Tommyland
Venice Beach

Spring 2017 Runway Show

Senior Art Director, Miette L. Johnson. Art Directors, Sarah Coburn, Claudia Dader. Production Designer, Sarah Brueckner. Creative Producer, Igor Guinau. Illustration, Matt Lyon. Animation, Botoboto, Jeff Beukema. Event Creative, Randall Peacock Studio. Creative Partners, KCD, Starr Media.

Tommy Hilfiger hit the beach for Spring 2017, celebrating the fusion of fashion with California-inspired music, art and creativity, when Tommyland became the ultimate playground set against the iconic backdrop of Venice Beach. The youthful, laidback attitude and West Coast festival spirit, blended with our own pop culture heritage, saw 3000+ guests discover an unexpected runway experience, through pop-up shopping, classic L.A. food trucks, fairground rides, artists and performers, and surprise live music sets by Fergie and Lion Babe.

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Inspired by California— the youthful attitude, laid-back lifestyle and spirit of festivals where music and style collide. Sunny rainbow hues, bouncy type and loads of retro motifs bring the vibe to life.

“…a veritable amusement park of rides, graffiti artists, on-site boutiques and street performers. This was the laid-back, sundrenched California Instagram feeds are made of.”

— Dazed

As the sun set, the ultimate fashion festival turned into ` full-on party, as the guests explored and experienced the Tommyland brandscape.

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“It is going to be very hard for anyone to top this spectacle.”

— Fashionista

Building on the TOMMYNOW platform, the brand introduced new channels and next-generation features to reach global consumers in a personalized way, reflecting how they live and shop now. Alongside the industry-first launch of the Snap App, introducing 3D image recognition commerce on the runway, the shoppable livestream gave viewers immediate access to the collections.