CONCEPT CREATION & ART DIRECTION
marimekko 70th anniversary
– the world’s most inclusive fashion party
How to celebrate Marimekko’s 70th birthday amid pandemic regulations while making it relevant to Marimekko fans worldwide?
Last 30 years Marimekko has celebrated the day by organizing a traditional fashion show in Esplanadi Park in Helsinki. The show has always been considered a sign of summer, kicking off the season and being much more than a runway presentation. For Finns and Marimekko-lovers, it’s the epitome of happiness and inclusivity, democratizing fashion, and bringing people together.
THE CHALLENGE
The community was longing to be part of meaningful moments and seeking creative ways to interact with each other. There was a need for genuinely inclusive experiences, as the fashion society focused on hosting exclusive events for the elite.
THE Creative insight
The solution: Marimekko summer market
The world’s most inclusive fashion party with 12 hours of live performances, a virtual fitting room, and a photo booth to test the key pieces from the Spring-Summer ’21 collection, flower boutique, cakery, print gallery, and fashion showroom – all in an interactive setting.
12 HOURS OF LIVE PERFORMANCES
Audience could interact with each other via chat, send reactions to the performer and share their digital fashion pieces.
THE RESULTS
The virtual event and the three-week campaign around it was a success by all measures: community engagement, brand awareness, and commerciality.
For Marimekko, it became a great brand and community-building value moment experimenting with AR and 3D digital fashion, providing a unique, fully digital, and unexpected customer experience.
Users 21 350 (on actual event day)
Engagement rate 78,56%
The whole week 42 330 visitors
Top cities: Helsinki, Tokyo, Osaka, Hong Kong
Commercial success
Anniversary activations brought over 923 000 visits to the site globally and the content engaged well
Great global PR visibility
The event also received positive attention in unexpected channels (Jodel) and among music and UI industry professionals
MARIMEKKO, 2021
Concept and art direction KRISTA KÄRKI
Concept and creative content EMMA VUORINEN
Creative insight HANNA KNAAPI & LAURA VÄINÖLÄ
Campaign visual design KRISTA KÄRKI
Campaign copywriting EMMA VUORINEN & SATU ROUNAJA
CREATIVE PARTNER & PRODUCTION TEAM, VELI STUDIOS
Creative lead JONI LINDROOS
Executive producer JUHO VESANEN
Producer VEERA ALMILA
Designer ERNO FORSSTROM
Developer VIIKSIMAISTERI
Illustrator ANTTI KEKKI
Sound design MATTI AHOPELTO
AR filters MAISA IMMONEN
3D modeling VILLE LEPPÄNEN
VJ JUHO-RISTO AUKUSTI LÄHDESMÄKI
HONORS AND AWARDS
Best design, Honorary mention, GRAND ONE