'Shop now, pay later'
Photo by Christian Rodriguez courtesy Sequence Events
For European bank and payment provider Klarna, which offers a "pay later" service, Sequence Events stages an activation that puts the company's service offering right on the backs of staffer jumpsuits.
Star of the shows
Photo by Christian Rodriguez courtesy Sequence Events
This year Klarna was the presenting sponsor of Style360, which hosted nine shows and three after-parties over the span of three days featuring designers ranging from Serena Williams to Rosario Dawson and Jessie James Decker. Style360NYFW has become a leading destination for both trending and renowned fashion designers during the Fashion Industry’s biggest week in the U.S.--New York Fashion Week.
Custom space
Photo by Christian Rodriguez courtesy Sequence Events
Klarna’s 30-by-30-foot footprint was custom-designed and fabricated to transform the empty footprint into the Klarna Retail Lab--an immersive space featuring three different ways for guests to treat themselves.
The Retail Lab Cafe
Photo by Christian Rodriguez courtesy Sequence Events
The space featured The Retail Lab Café, encouraging guests to caffeinate and dominate the day with coffee and macha lattes, and indulgent treats to keep the guests powering through during a busy week. To further the “lab” feel, cold-pressed juices were served in test tubes, and staff wore custom pink jumpsuits that prominently included Klarna’s tagline of “Shop Now. Pay Later.”
Klarna coffee bar
Photo by Christian Rodriguez courtesy Sequence Events
The Klarna coffee bar at the Retail Lab Cafe.
'Treat Yourself' floral wall
Photo by Christian Rodriguez courtesy Sequence Events
The photo wall: An eye-catching experience at the entrance to the venue included a fully custom floral wall in the shades of Klarna pink with "TREAT YOURSELF" messaging on display--the perfect photo op.
'The Wardrobes'
Photo by Christian Rodriguez courtesy Sequence Events
The Wardrobes embraced the action of treating yourself to shopping, with two custom wardrobes and a dressing room. After each show, the retailers who partnered with Klarna showcased the actual items from the collection right off the runway and onto the wardrobe display. Guests had the option to try on the garments and even purchase them using Klarna.
Hot with the presses
Photo by Christian Rodriguez courtesy Sequence Events
Press coverage included features on TV outlets "The Today Show," E! News, Extra and Access along with articles in publications "Forbes," "WWD," "Vogue" and "People."
Tying it all together
Photo by Christian Rodriguez courtesy Sequence Events
The plush white carpet and custom Klarna furniture touches of a cloud couch, mirrored pedestals, and subtle hints of ombre-dyed beakers tie the setting together and pull guests into the space.
Guests gather
Photo by Christian Rodriguez courtesy Sequence Events
Over the three days, the activation drew more than 2,500 attendees, including notable designers along with celebrities such as the cast of "Real Housewives of New York," Kim Kardashian, Anna Wintour and Eric Decker.
Impressions on the rise
Photo by Christian Rodriguez courtesy Sequence Events
So far, the event has generated a billion media and social impressions and growing, as episodes for Bravo and E! were filmed and will air later this season, Sequence management says.
