Tommy Factory FA22

Tommy Hilfiger returns to New York Fashion Week with an experiential runway event that sought to immerse audiences physically and digitally into a refreshed brand world.

To bring to life the overarching narrative and vision for Tommy Factory FA22, London-based creative innovation studio, Holition, was appointed as Creative Lead for all digital elements for Tommy Factory FA22.

Drawing inspiration from New York City, Tommy Hilfiger’s birthplace, and Andy Warhol iconic creative aesthetic, the experiential fashion show reimagines the runway experience through a series of cross-channel takeovers in The Big Apple, the world, and across the Metaverse.

The Creative Digital Strategy
Leading creative digital strategy for Tommy Factory FA22, Holition's vision was to express the brand’s storyworld both in the physical and digital space by integrating the physical show in New York Fashion Week, the brand’s Roblox world, Tommy Play, and the global livestream on http://tommy.com, Youtube, LinkedIn, and Instagram, in collaboration with Tommy Hilfiger, Roblox, GEEIQ, and Sawhorse Productions.

Tommy Factory FA22 Physical Runway Show
Tommy Factory FA22 was the first physical runway show to be simultaneously live-streamed in the Metaverse.

Metaverse Activation in Tommy Play, Tommy Hilfiger's Brand World in Roblox
Holition brought the essence of Tommy Factory FA22 through creative design direction, player behaviour and virtual avatar design inside Tommy Play, Tommy Hilfiger's brand world in Roblox.

Carrying the same energy and creative idea for Tommy Factory, the concept was to convert Manhattan into a virtual playground inside Tommy Play where models in the physical runway show were represented through virtual avatars on Roblox.

Tommy Cloud Factory Augmented Reality Art Experience
Holition also created parallel digital activations like the Tommy Cloud Factory Augmented Reality art experience, which included NFTs and POAPS co-created with VIP guests and the show’s live audience.

Each co-created balloon was sent to the live show space and simultaneously in the Tommy Play Roblox environment.

To commemorate the experience, POAPs were given to each individual as a souvenir for creating their balloons using the Tommy Cloud Factory Augmented Reality art experience.