The Arrivals and Dyson Collaborated on an Experiential Installation
Laura McQuarrie — October 18, 2018 — Fashion
References: thearrivals & fastcompany
To truly show off how its fashionable performance coats and jackets hold up against the elements, The Arrivals collaborated with Dyson on an experiential outerwear pop-up, where Dyson's powerful hairdryers simulate wind.
In SoHo, The Arrivals set up a stylish all-pink pop-up that resembles an art installation, complete with a wall of 30 Dyson hairdryers to create a wind tunnel of sorts, as well as a bouncy floor. Every second, Dyson's hairdryers send 13 liters of air into the tunnel, which presents a much more dynamic and memorable product demonstration than simply seeing a jacket sitting statically on a coat hanger.
The pop-up from The Arrivals and Dyson in New York City is set to remain open into February 2019.
In SoHo, The Arrivals set up a stylish all-pink pop-up that resembles an art installation, complete with a wall of 30 Dyson hairdryers to create a wind tunnel of sorts, as well as a bouncy floor. Every second, Dyson's hairdryers send 13 liters of air into the tunnel, which presents a much more dynamic and memorable product demonstration than simply seeing a jacket sitting statically on a coat hanger.
The pop-up from The Arrivals and Dyson in New York City is set to remain open into February 2019.
Trend Themes
1. Experiential Marketing - By utilizing a wall of hair dryers to simulate wind and a bouncy floor, brands can create art installations to offer memorable experiential demonstrations to showcase their products.
2. Co-branding - Collaborations between brands can enhance their brand image and create a buzz around their products, as demonstrated by The Arrivals and Dyson's outerwear pop-up.
3. Performance Outerwear - Outerwear brands can utilize experiential marketing to showcase the performance of their products and differentiate themselves from competitors, as demonstrated by The Arrivals' collaboration with Dyson.
Industry Implications
1. Fashion - Fashion brands can team up to create unique experiences for consumers to differentiate themselves and boost sales, as demonstrated by The Arrivals and Dyson's outerwear pop-up.
2. Retail - Retailers can utilize experiential marketing to provide customers with memorable experiences to attract foot traffic and generate buzz around their brand, as demonstrated by The Arrivals' collaboration with Dyson.
3. Home Appliances - Home appliance brands can collaborate with fashion brands to showcase the performance of their products through experiential marketing, as demonstrated by Dyson's partnership with The Arrivals' outerwear pop-up.
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