In pictures: Calvin Klein debuts CK2 in interactive shipping container

Calvin Klein launched its new unisex fragrance, CK2, with an experiential shipping container activation last weekend (6-7 February).


Devised by Tribe Marketing, the activation landed in Camden Lock Place in London on Saturday. Digital screens on the exterior showcased images from the fragrance’s new ad campaign shot by photographer Ryan McGinley.

Inside, visitors could peruse an artistic, backlit wall of the fragrance, which is memorable for its thick glass cylindrical bottle, as well as a giant version of CK2 decorated in neon lighting.

They could also pick up a perfume for themselves in the retail zone and take a selfie in front of a London-inspired backdrop. Those that posted their photo to Instagram using the hashtags #the2ofus and #CK2London could receive a hard copy, as well as see their pic beamed onto the shipping container’s exterior.

The experience was staffed by Tribe’s dedicated talent agency, Brand Warriors. It will travel to four other locations on weekends throughout February.

More: Five 'scentsational' perfume activations

Burberry launches interactive campaign on the Piccadilly Circus screen

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