• Calvin Klein
  • 2020
  • Concept Development
  • Strategy
  • Spatial Design
  • Graphic Application
  • OOH Advertising
  • Event Production

A multi-day activation to launch the new CK EVERYONE fragrance and CK ONE apparel.

CK ONE was a groundbreaking fragrance in the 90's - the first unisex scent to hit the market. In early 2020, the fragrance got a makeover with CK EVERYONE, becoming CALVIN KLEIN's first clean and eco-conscious fragrance, championing the idea of individuality and freedom of self-expression. For the launch of the fragrance and apparel collection, CALVIN KLEIN tasked SSS with creating, designing, and producing a public pop-up experience in Soho, NYC. The resulting I LOVE EVERY ONE OF ME Pop-Up exemplified the campaign ideals through multiple touchpoints.

A labyrinth of self-discovery wrapped in inspirational campaign language welcomed guests into the experience.

A kaleidoscope photo moment allowed guests to see each unique side of themselves against campaign graphics.

A cafe with teas inspired by the fragrance notes, a customization space, an experiential scent room, and an underground launch party rounded out the pop-up.

SSS also conceptualized and produced an OOH activation for the I LOVE EVERY ONE OF ME launch. During the pop-up, guests were invited to enter a custom photo booth that mimicked the CK EVERYONE campaign. Attendees were photographed in four different poses. These photos were then stitched together and wrapped with handwritten text to create one image. Guests’ photos were then projected onto CALVIN KLEIN’S iconic and larger-than-life Houston Street billboard each evening of the activation, allowing each guest to share their individuality with all of NYC.

Calvin Klein

CK Everyone