Over the past years, the GORE-TEX brand, which is widely known among outdoor enthusiasts worldwide, has become a notable player in the fashion and lifestyle industry. By allowing for smaller companies to work with the completely waterproof and breathable technology, the brand has broadened its field immensely.
One of the brands that were first introduced as part of the Equity brand program is Palace, a London-based skate label which has become one of the most influential brands in streetwear. Since its establishment in 2009, Palace has opened stores in New York, Tokyo, and Los Angeles and collaborated on collections with the likes of adidas, Polo Ralph Lauren, and Evisu, most of which sold out within minutes.
For Fall / Winter 2017, Palace first introduced GORE-TEX product technology as part of its holiday drop.
Focus: Retail Activation
Concept / Idea
To educate the consumer about the protective capabilities of Palace’s jacket with GORE-TEX product technology, a rain tower was set up at the brand’s New York location. One of the jackets was placed inside the glass cubus and continuously sprinkled with water to emphasize the garment’s durable protection.
Although the jackets sold out within minutes, the installation was set up for a few days.