Squad
An iconic Palm Springs hotel transformed into a cultural and lifestyle destination

Scope

Brand Strategy

Brand Messaging

Creative Direction

Content Creation

Digital Experience

Digital Strategy

Experience Design

Influencer Programming

Naming

Social Content

Stage Design

The Client

It was clear that I _____in my Calvins was a successful campaign that reaffirmed Calvin Klein's place in culture. In 2017, CK brought in Institute to expand their strategic brand planning and cultural tentpole moments for the year. As the experiential agency of record, we created an experiential strategy that would further the brand's relevancy across new categories with a modern consumer in mind. The largest tentpole was to take place during the Coachella weekend.

The Process

To help kick off the #mycalvins summer, Institute designed an immersive experience as a full takeover of the L'Horizon Hotel and Spa in Palm Springs. As co-host and curator, Virgil Abloh acted as Institute’s creative partner in transforming the entire property into the perfect weekend getaway for a handful of selected guests. The goal was to create the "perfect Sunday" every day of the weekend, complete with programming from Badly Drawn Models, Boiler Room, Y7 Yoga and more. A three-day agenda was packed with entertainment and wellness activations, as well as custom merchandise and scenic builds for photo moments. Overnight guests included Haim, Luka Sabbat, Joey Badass, Alesso, and Amandla Stenberg, while many others attended for pool parties, yoga sessions, fireside cultural talks, and live music.

Squad
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