Michael Kors hosted a celebrity-packed event in China which featured a 360° event film, digital projections and a one-off runway show. Seventeen million Michael Kors fans of the brand followed the event live across multiple platforms, including a Destination Kors microsite which launched on the morning of the show.
Musion Eyeliner technology was used to create holographic moving images which appeared on the set, which was integrated with 3D video projections and a lighting installation to transport guests to a number of fantasy locations.
The brand designed a WeChat app which offered a sweepstakes to win a chance to attend the event as well as streaming images of the show to fans.
Celebrity attendees included actresses Hilary Swank, Carina Lau, Zhang Xin Yi and Freida Pinto, and models Miranda Kerr, Isabeli Fontana, and Rosie Huntington-Whiteley among many others. They witnessed (and participated in) a runway parade of one-off Michael Kors pieces to celebrate the event from furs to swimwear.
There's also an iPhone and Android 'MK360' app available today which allows you to relive the event in 360° using your phone or tablet's gyroscope to shift your view of the glamorous evening.