Here are five events that shaped 2022 for us…
Calvin Klein – This is Love
Calvin Klein’s Pride campaign, This is Love’, celebrated families in the LGBTQ+ community. The emotive style of their campaign imagery included a cast of LGBTQIA+ trailblazers, entertainers and advocates, from filmmaker John Waters and actress Mink Stole to actress Sasha Lane and Sergio Lane. Styled in “This is Love” apparel and other Calvin Klein essentials, the cast is photographed with their loved ones in quiet moments of connection, private intimacy, and playful expressions of their relationship. Nontraditional, unconditional, honest: this is family through the lens of Calvin Klein.
To share the campaign with their customers, they hosted a 2-week long campaign in their stores across Europe during Pride month. They had a themed Pride photo with a custom photo booth app directly linked to their mailing list. Customers would receive their picture and a welcome email with 10% to spend online. Customers could also opt-in to see their photos displayed across town on jumbo screens hosted by JCDecaux.
Stranger Things Season 4 Pop Up
The Stranger Things season 4 series was one of the most highly anticipated series on Netflix in 2022. To whet the appetite, the streaming channel hosted an event in Sky stores in Meadowhall in Sheffield and Westfield London. The free events included the Hawkins Tigers Basketball team and basketball machines for customers to shoot hoops. The pop-up had two distinct themes, the ‘Normal world’ and the Upside Down World, representing the different dimensions of the show – where shoppers can battle it out for the chance to win Stranger Things prizes.
The character poster artwork was plastered all over the Sky stores, and fans of the show could create their own poster artwork in the 1980s-inspired photo booth. Decorated in 1980s memorabilia, the photo booth featured details that only the show cult fans would recognise, including a bespoke interface for the photo booth software.
The photo booth captured over 5000 photos and over 2000 email shares in four days at the Meadowhall event.
ZX 22 Adidas Launch
Adidas Originals launched the ZX Line that combined fashion with technology. The brand announced the reboot of the classic sneaker, ZX 2K Boost, in 2020 and the 2022 version designed with Jet Boost technology, which aims to provide energised comfort and stability in response to your event move, the latest addition to the ZX family posts comfort for your feet and all the high-tech details that keep your style sharp.
At JD Sport in Westfield, the store flowed with futuristic cocktails, nitro ice cream, and throwback games for guests, such as; Galaga and Space Invaders. To follow, Adidas hosted a podcast interview with Youtube star Tobi Brown. Tobi discussed his rise to fame and how it is to live with such an online presence. The branded photo pod allowed visitors and influencers to immerse themselves in their ZX poster campaign.
GCDS X CLARKS
Clarks continued their countercultural comeback in 2022 with celebrity collaborations with Liam Gallagher and Raheem Sterling, all fueling the Wallabee hype. The GCDS collab saw the brand return to the swinging sixties, where baby boomers will have fond memories of their footwear from their school days – an aesthetic and heritage that the Italian brand GCDS set out to champion. The iconic style is a chunky, boxy, black leather shoe drawing inspiration from kink style and party wear merged with formalwear.
Clarks transformed their Oxford Street store for a one-off pop-up event to celebrate the launch. With the wall and floor adorned in bold statement pink and the GCDS collection taking centre stage, we needed to find a way to encapsulate the essence of the collaboration. The 360 panoramic video booth was a fitting photo experience to capture the event and attract the influencer-led crowd.
Stacey Solomons and Joe Swash’s Wedding
This one was a big deal for the Essex massive. The Loose Women favourite has become one of the most famous on TV, so her not-so-secret wedding must be one of the year’s highlights. flawless studio booth, an iconic black taxi (For Joe Swash’s dad, the black cab driver) and a photographer capturing a perfectly positioned swing on the grounds of the couples’ home.
Stacey shared photos from the booths with her 5.5 million followers on Instagram. She said our Photo Booths were “one of the best things we got for the day”, saying, “I’d highly recommend it a million times over”. Not a bad review from everyone’s favourite Essex gal…
