At this year’s Coachella Valley Music and Arts Festival, CALVIN KLEIN creates a surreal representation of the house featured in the brand’s Spring 2019 campaign, starring Shawn Mendes, Noah Centineo, Kendall Jenner, and A$AP Rocky.
The #MYCALVINS HOUSE presents a journey through a series of rooms in which festivalgoers become “houseguests”, acting as both voyeurs and participants in a multisensory experience, complete with multiple photo opportunities.
The journey begins in a ‘70s-inspired, Californian style living room where houseguests are first immersed in the attitude and emotion captured in the latest #MYCALVINS campaign. Guests then enter a branded bathroom where they can climb inside the tub for a playful content capture experience before moving on to the dressing room, the ultimate walk-in closet where the latest styles from CALVIN KLEIN will be on display, along with an oversized mirror that encourages selfies. In the bedroom, the photo moments continue with a mirrored ceiling and instant cameras that allow houseguests to capture and takeaway printed photographs. Finally, houseguests are able to climb through the window to a mock rooftop, where massive LED screens create a 360 degree view with evolving virtual landscapes.
Throughout both weekends, limited quantities of customizable CALVIN KLEIN t-shirts will be available each day. Guests can swap out the iconic “CK” logo with their initials or two letters of the individual’s choosing for a personalized, limited-edition takeaway.