BLACKYAK’S SUCCESSFUL BRAND POSITIONING WITH PROJECTION MAPPING AND AUGMENTED REALITY
Virtual projection of collections during sports fair
Bring the trade fair stand home with augmented reality and 3D sound
Interactive entry into the European market
EUROPEAN POSITIONING FOR LATEST SOUTH KOREAN OUTDOOR CLOTHING
Blackyak is a South Korean premium brand for outdoor clothing that is still relatively unknown amongst its counterparts in Europe. Before entering the European market, Blackyak wanted to introduce its brand and look to end consumers and dealers with a glimpse into its collections. With a slot organised at the ISPO in Munich, the world’s biggest sports fair, the challenge was to present the collection without having a single thread of it on location.
ASTOUNDING ON STAGE PRESENTATION OF COLLECTION WITH MANAKINS
Without the collection at hand, the ISPO Blackyak booth used white manikins and projections to “dress” models into a spectacular show. Every second new designs of the South Korean premium manufacturer replaced the last with a carefully crafted chorography of catwalk music and lighting effects. As a highlight, trade fair visitors were also able to take the projection home with the Blackyak app. With this app, visitors were able to magically project the Blackyak booth, models and collection onto their coffee table. With the attention gained by the creative presentation Blackyak was able to successfully enter the European market.
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