Digital experience provider YR Live creates fully-custom live patch design and application experience for Tommy Hilfiger
YR Live launches its latest installation at Selfridges, London today - an innovative live patch design and make experience. For the next three weekends, customers will have the chance to buy a Tommy x Gigi bomber jacket and then customise it with their initials and other patches. The customer uses YR Live software on a large touchscreen to place the patches and enter their initials. Each jacket is completely custom and this experience is exclusive to Selfridges, London.
Tommy launched their collaboration with Gigi Hadid earlier this month. Appealing to women of all ages and the pioneer of the social generation, Gigi will be the brand face for all activities. Gigi has collaborated closely with Tommy to design part of the collection, the Gigi Collaboration, to create authenticity and a halo effect for the entire line. The bomber jacket is an iconic part of the new collection and customization is at the heart of the experience.
YR Live (formerly Lumacoustics) specialises in creating unique, interactive experiences for events and retail. It regularly supplies software and services worldwide to provide live design and printing at events for brands such as MTV, Diesel, Facebook and Adobe.
Commenting on the YR Live installation at Selfridges, Tim Williams from YR Live said: “This is a world first and the customer experience is incredible - we are very proud to work with Tommy and Gigi!”
The installation is open from 12pm - 6pm Friday, Saturday and Sunday until 9th October at Selfridges, London on the 3rd floor denim studio.