Paris – There is no shortage of creative thinking at Kenzo. Rather than just launching its latest pre-autumn 2014 collection on its e-commerce site, the brand created a new online experience and fictional narrative.
Visitors enter an online gallery to the Grace to the Nth Power art exhibit, only to discover that all the artwork has been stolen and replaced by videos of the model and creator of the artwork, Grace Bol, and an accomplice stealing the pieces.
Users can navigate through the gallery using either their mobile phone or the keyboard, watching the videos of the lithe Bol in Kenzo clothes taking back her own artwork. Eventually, you can navigate out of the gallery and into the gift shop, essentially Kenzo’s retail portal for the collection. The online experience ‘explores the myriad fractal reflections of art into life and vice versa’, according to a press release.
Since Humberto Leon and Caroline Lim took the helm at Kenzo they have brought a certain Millennial cool to the brand, with interesting collaborations and digital content. For more, see our Innovate profile on Kenzo’s marketing of its spring/summer 2014 No Fish No Nothing collection.