The Brief

A|X Armani Exchange is a leading fashion brand in creating clothing inspired by street-chic culture and dance music. They launched a global campaign with the hashtag #st_ART, celebrating street art and incorporating it into their clothing designs. We were asked to help with this campaign to create an experience that is engaging and would increase their brand exposure on social media.

Professional graffiti artists also took part in the activation and created impressive artwork

In-store activation allows consumers the chance to create their own design on an interactive spray paint wall

The Solution

The experience involved the Graffiti Wall, which creates an authentic experience, in line with the street vibe that A|X Armani Exchange wanted to communicate with consumers for this campaign. We ran Digital Graffiti walls across the globe, in locations such as Milan, Hollywood, London and Miami. The Digital Graffiti wall was enclosed in a fully branded shell which increased brand exposure. The actual canvas which could be interacted with also contained the branding and hashtag #st_ART as an overlay, which could not be drawn over or edited. The experience built engagement between the consumer and the brand, as they were enjoying the creative element of the activation. A|X Armani Exchange allowed both graffiti artists and consumers to use the creative wall so they could create their own personalised designs.

The branded masterpieces could be printed so the consumer could take it away as a memento of their experience. The artwork was also optimised for sharing to email, Facebook, and Twitter, allowing consumers to show off their amazing designs whilst also sharing the brand’s hashtags; as a result the social media footprint of A|X Armani Exchange increased.

The Brief

A|X Armani Exchange is a leading fashion brand in creating clothing inspired by street-chic culture and dance music. They launched a global campaign with the hashtag #st_ART, celebrating street art and incorporating it into their clothing designs. We were asked to help with this campaign to create an experience that is engaging and would increase their brand exposure on social media.

Professional graffiti artists also took part in the activation and created impressive artwork

In-store activation allows consumers the chance to create their own design on an interactive spray paint wall

The Solution

The experience involved the Graffiti Wall, which creates an authentic experience, in line with the street vibe that A|X Armani Exchange wanted to communicate with consumers for this campaign. We ran Digital Graffiti walls across the globe, in locations such as Milan, Hollywood, London and Miami.

The Digital Graffiti wall was enclosed in a fully branded shell which increased brand exposure. The actual canvas which could be interacted with also contained the branding and hashtag #st_ART as an overlay, which could not be drawn over or edited. The experience built engagement between the consumer and the brand, as they were enjoying the creative element of the activation.

A|X Armani Exchange allowed both graffiti artists and consumers to use the creative wall so they could create their own personalised designs.

The branded masterpieces could be printed so the consumer could take it away as a memento of their experience. The artwork was also optimised for sharing to email, Facebook, and Twitter, allowing consumers to show off their amazing designs whilst also sharing the brand’s hashtags; as a result the social media footprint of A|X Armani Exchange increased.

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See some more projects

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