Calvin Klein and YR: Premium Custom Branded Merchandise at Global Events

In a groundbreaking global partnership, Calvin Klein and YR created an unforgettable series of custom branded merchandise experiences, starting at the Coachella festival in California. By bringing the iconic #mycalvins house to life, YR enabled fans to customize the classic CK logo with their own initials, setting a new standard for personalized fashion through a high-profile series of live event activations.

COACHELLA TO BERLIN: A GLOBAL CUSTOMIZATION REVOLUTION

At Coachella, festival-goers engaged with a bespoke live kiosk activation to personalize classic white CK t-shirts. Building on this success, the campaign expanded to Berlin for an exclusive influencer event at the CK Jeans flagship store. Using YR’s innovative technology, guests watched their high-fidelity 2d visualization designs come to life on-screen before being printed onto tees or leather patches in real-time. This on-site service fostered a deep connection with the brand, transforming apparel into unique festival keepsakes.

TECHNICAL IMPLEMENTATION & OUTCOME

For this global rollout, YR deployed a locally hosted configurator powered by the unity platform. This allowed for a consistent, high-performance visitor experience across diverse locations, from the desert of Indio to flagship retail stores in Europe. The unity platform managed instant print order generation, routing designs to on-site production stations for immediate fulfillment. This specialized hardware and software setup ensured 100% fulfillment accuracy across thousands of units, providing a seamless digital-to-physical journey that functioned perfectly even in high-traffic, internet-free festival environments.

EXPANDING BRAND ENGAGEMENT: ASOS AND BEYOND

The partnership extended into corporate environments, including the ASOS headquarters in London. By providing interactive product customisation through touchscreen kiosks, Calvin Klein engaged with key retail partners and employees. These activations utilized a fully automated production pipeline to deliver premium personalized products as high-value giveaways, reinforcing the brand’s presence through immersive personalisation.

WHY IT WORKED: THE THEATRE OF LIVE PRODUCTION

The success of the #mycalvins campaign lay in the gamified merch creation and the theatre of on-site production. By allowing customers to interact directly with the brand’s most iconic assets via touchscreen kiosks, Calvin Klein turned fans into brand ambassadors. The immediate gratification of live merchandise printing created memorable moments and high-retention branded experiences that resonated globally.

CONCLUSION: SETTING NEW STANDARDS IN FASHION

Calvin Klein and YR’s global collaborations showcase the transformative power of live customisation. By leveraging bespoke software and specialized hardware staffing, these activations redefined how luxury brands connect with their audience. This project remains a benchmark for how live printing and immersive personalisation can elevate a global marketing campaign. Read more on the campaign here.

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