Live Personalised Merch Activation Series

We partnered with Calvin Klein to deliver a global series of live customisation activations under the #mycalvins campaign, transforming iconic CK apparel into personalised fashion pieces across festivals, retail spaces, and corporate environments.

The rollout began at Coachella in California and expanded to Berlin and London, creating a connected international experience centred around real-time personalisation and live production.

The Experience

Guests were invited to personalise classic Calvin Klein apparel using interactive YR design kiosks at each activation location.

Across Coachella festival grounds, Berlin flagship retail, and select corporate environments, participants could customise CK garments with:

• initials and typography overlays

• signature #mycalvins branding

• graphic placements on tees and patches

• curated CK design elements

Each design was previewed in real time through a high-fidelity visual interface before being sent into production.

Global Live Production System

All activations were powered by a unified live production workflow system designed for deployment across multiple environments, from festival sites to retail stores and indoor corporate spaces.

Once a design was confirmed, orders were routed instantly to on-site production stations for real-time fulfilment.

This ensured a consistent, high-quality output across thousands of personalised items, regardless of location or operating conditions.

Multi-Environment Rollout

The campaign expanded beyond festivals into retail and corporate settings, including exclusive influencer events in Berlin and activations at ASOS headquarters in London.

Each environment used the same core system - combining touchscreen design kiosks, live production workflows, and automated fulfilment processes - adapted for different audience types and spaces.

The Result

A global customisation campaign that redefined how Calvin Klein engaged audiences through live personalisation at scale.

From Coachella to Berlin and beyond, the #mycalvins activations transformed iconic CK apparel into fully personalised pieces through real-time design and production technology.