As the foremost leader in creating fashion inspired experience for technology, we created first technology activation in any major fashion week event.
FashioNXT worked with Intel from ideation, execution and activation of multiple technology products that was a trend setter in how technology experience is presented in fashion weeks.
Experience What's Inside a Magic Mirror
At the height of presenting the brand as the driver of lifestyle-experience rather than a high-power microprocessor company, Intel chose FashioNXT for its first fashion show activation. FashioNXT worked with Intel’s Corporate Brand Marketing Group to create innovative engagement for intel brand as an experience-driver, as it’s here with a Magic Mirror, powered by intel technology developed by Intel Retail Tech group.
The activation was not only a huge success in creating compelling engagement both for the show-attendees and celebrities (as is seen here with Project Runway superstar Seth Aaron), it also helped Intel envision brand marketing through end-consumer events, which till then was mainly focused on OEMs.
Introducing Personal Cloud Device
Intel’s Personal Cloud Computing Group had the goal of making Personal Cloud Drives as household devices for home offices, and it took on a campaign to highlight the device’s use by creatives. As the campaign videos weren’t getting enough view-time, Intel worked with FashioNXT to make the campaign more compelling by focusing on how fashion designers, the most attractive of all creatives in public eyes, benefit from the device.
The fashion campaign with FashioNXT had two aspects
- A Fashion concept collection for Intel Personal Cloud campaign and its runway activation. FashioNXT facilitated the commissioning of two celebrity fashion designers and managed talent contracts to create the cloud concept collection and runway premiere of the collection.
- A YouTube campaign showing how a celebrity fashion designer’s work gets facilitated by Personal Cloud.
The campaign not only introduced Intel to a deep-level celebrity designer engagement in an OEM product marketing campaign, but its creative novelty created a lot of buzz.
Intel Personal Cloud fashion campaign, included, video, social media engagements and fashion show activation to create adoption from creatives and early-adopters.
Being at FashioNXT with all the fashion and fashiontech brands for the first time elevated the fashion cred for intel and its OEM devices not only with the attendees but also the promotions in media and social media.
FashioNXT engaged Project Runway superstars, Seth Aaron and Viktor Luna for runway activation of intel technology
Being in such a campaign with deep engagement with celebrity fashion designers enhanced Intel’s brand credibility in the fashion industry and successively influenced Intel’s brand engagement and activation in other global fashion weeks.
Smart Bracelet as a Fashion Accessory
Intel’s foray into wearable technology required envisioning the smart bracelet Intel was developing to be seen as a fashion product by the company’s top leadership.
FashioNXT created concept branding for intel’s wearable-technology bracelet.
The branding materials facilitated the envision it as a fashion accessory; intel successively launched a smart bracelet at New York Fashion Week.