Rock Circus London
Tommy Hilfiger, 2017
Rock Circus London
Fall 2017 Runway Show
Senior Art Director, Miette L. Johnson. Art Directors, Sarah Coburn, Kasper Fjederholt (Ecom). Production Designer, Sarah Brueckner. Creative Producers, Igor Guinau, Zuki Elliott. Director, Errol Rainy (Ecom). Event Creative, Randall Peacock Studio. Creative Partners, KCD, I LOVE DUST, Starr Media.
Inspired by Tommy Hilfiger’s longtime love of rock-and-roll, the Fall 2017 runway show took shape as a high-energy, music-filled and innovative entertainment experience, set at the center of rock history in London’s legendary Roundhouse. A rebellious take on the brand’s ‘90s heritage, ROCKCIRCUS represented a vision of modern Americana where youth culture and grunge meet prep. 2,000+ guests were entertained through immersive experiences, shopping and customizing exclusive one-night-only concert merch and Tommy Hilfiger vintage classics at several pop-ups. The show finale morphed into a modern circus with athletic aerial performances by NoFit State, the U.K.'s leading contemporary circus company, before opening the dancefloor for The Chainsmokers live performance. Across digital channels, consumers shared in the riotous experience, through a fusion of commerce, fashion and entertainment.
The design aesthetic was characterized by gritty, distorted textures and plain typography, with signature brand colours deepened or electrified to create a backstage vibe.
“This was part living breathing advertising campaign, part shop window, part concert, part movie”
— The Guardian
“Resounding energy and pure showmanship”
— WGSN
AUGMENTED REALITY
Shot using volumetric capture, Tommy Hilfiger is the first fashion brand to use AR technology to bring the runway outside the show experience, using Augmented Reality within our Snap app to immerse consumers in a personalized catwalk of curated and immediately shoppable looks.
INFLUENCER CONTENT
Tapping into our extensive Hilfiger Family network, we partnered with key influencers to create non-stop streams of exclusive content, building pre- and post-show hype around the brand and collections.
AI SHOPPING
Evolving into a one-of-a-kind Artificial-Intelligence-powered virtual stylist, this season TMY.BOY joined TMY.GRL on Facebook Messenger to interact and engage with consumers, offering intelligent product recommendations based on user preferences.
SOCIAL STORIES
Through our social stories, fans had access to exclusive, on-the-scene coverage, sneak-peeks and VIP backstage interviews. This season, followers were able to watch the show live, while Instagram Stories was alight with behind-the-scenes moments from ROCKCIRCUS throughout the day.
Our parallel e-com photo and video content joined in on the ROCKCIRCUS, making use of the Roundhouse set and show tone, with commercial looks modelled by runway cast.
Several retail experiences took place in London parallel to the runway event, including takeovers along Camden HighStreet, Selfridges, Harrod’s and our own flagship Regent Street Store-of-the-Future, which featured an interactive window offering consumers product exclusives an ticket giveaways, as well as a livestream shopping experience.
