This Connected Jacket Provides VIP Access to Exclusive New York City Events
Need an idea for a unique gift this holiday season? How about a jacket that unlocks access to exclusive dining, art, retail and fashion experiences in New York, directly through its own sleeve?
That’s the premise behind a new connected design from New York-based brand Rochambeau, a 2016 CFDA/Vogue Fashion Fund finalist and a Menswear Woolmark award winner. A limited run of just 15 jackets are due for release in December, each one with embedded digital tags that act as a VIP pass to a highly sought-after event, hand-picked by the founders, including a tasting menu for two at Toro restaurant, a personal tour at New Release gallery or velvet rope entry to the most exclusive nightclubs.
The initiative is a partnership with Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and Internet of Things platform EVRYTHNG, following its announcement earlier in 2016 of its #BornDigital concept, which aims to digitize 10 billion items of clothing and accessories over the next three years.
The Bright BMBR jackets, as they’re called, are powered by Avery Dennison’s Janela™ platform. That means a combination of custom NFC chips and QR codes in place under a hidden zipper pocket in the left sleeve, marked by the Romchambeau “R” logo, both of which have serialized codes on them to connect to their data profiles in EVRYTHNG’s IoT cloud. Consumers only have to use their smartphones to access the hidden content behind them – their unique New York experience as well as a signed, numbered piece of artwork inspired by the jacket and an individual “making-of” video. At the end of the fall/winter season, each smart jacket also turns into a New York Fashion Week ticket to Rochambeau’s spring 2017 runway show.
Laurence Chandler, co-founder of Rochambeau, said: “These days people want experiences more than just objects. Everyone loves being in a city with a super clued-up friend who not only knows where to find all the hidden treasures, but has the connections to get you the best table or under the velvet rope. A Rochambeau Bright BMBR smart jacket has a digital life of it’s own and connects you into the world of art and culture that inspired the brand. Rochambeau does the selection and curation of experiences, the jacket and consumer does the unlocking. The spirit of creative collaboration and exploration is something that’s at the core of what we do, so it made sense to look at what experiences are out there in this city of ours and how the items we design can unlock them.”
The jackets will be on sale for $630 exclusively via retail partner The New Stand, a next generation experiential store located at New York’s Union Square station, Brookfield Place, and Columbus Circle. The experience of the jacket is also extended through geolocation – when it’s scanned within 500 yards of one of the stores, it will provide further access to a personalized gift for the wearer.
Autor: Rachel Arthur
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