Ford Motor Co. is partnering with Refinery29 for an inclusive exhibit featuring the Ford Fusion Energi during New York Fashion Week.
It is a continuation of the Fusion’s pre-launch efforts at MADE’s Los Angeles Fashion series in June. Ford worked with the platform for emerging designers to highlight the new 2017 Ford Fusion through “Fusion Labs” a dynamic pop-up series merging cutting-edge fashion, design, sustainability and interactive art.
Fusion has other strong ties in the fashion space throughout the last few years. Before this year’s collaborations with Refinery29 and MADE, Fusion had collaborated with Milk Studios, Rent the Runway and Vogue’s Fashion’s Night Out.
“To continue the launch momentum of the new 2017 Ford Fusion, we sought to collaborate with brands that share Fusion’s vision of substantive style and offer access to a key growth audiences,” Kathleen Kross, Ford cars marketing manager tells Marketing Daily.
“29Rooms aligns with Fusion’s deeper definition of design, while Refinery29 offers an established voice and emotional resonance among a female audience seeking smart, meaningful content.”
The collaboration with Refinery29 also enables Ford Fusion to enter September fashion conversations in an inclusive, accessible way in line, given Fusion’s ability to bring exceptional design, premium technology and sustainable solutions to a broader audience, she says.
“This mirrors our campaign thematic, ‘Beauty of a Well Made Choice,’ extending Fusion’s marriage of substance and style into an unexpected, unique and engaging consumer experience at 29Rooms,” Kross says.
At Refinery29, the “Garden of Energi” will be an interactive experience that will spotlight attributes of the new Fusion Energi. Guests will walk through a lush, glowing garden and experience the future crossroads of technology and nature. The room combines live plants, pulsating lights, sculpture and the sustainable materials that go into the Ford Fusion Energi—like soybeans, recycled plastic bottles and up-cycled apparel.
Visitors can explore the ways this plug-in hybrid makes going green electrifying.
LED lighting sculptures and creative foliage will serve to create an artistic, energetic paradise, reflecting the design story of Fusion Energi. Greenery and consumer call-to-action through seedling donations will reinforce the Fusion’s sustainability story, promoting recycled materials and renewable energy features. Integrations like GIF photo booth, music and power connections to reinforce message that the 2017 Fusion is, per the company, the most technology-packed model yet.
A Ford Fusion Energi fleet will be available to shuttle visitors to Bedford Avenue following the event.
This year’s 29Rooms experience is being held at an 80,000-square-foot warehouse. The creative installation, which drew more than 6,000 attendees to Greenpoint last year and was experienced by millions more across all social platforms, is free and open to the public Sept. 9-11, from 12 p.m. to 8 p.m., at 8 Ingraham St. in Bushwick.
Inspired by this year’s “Powered by People” theme, the experience explores how individuals can create change both big and small. As with the inaugural event, 29Rooms 2016 taps into global topics and issues that resonate with Refinery29’s audience including body positivity, women’s leadership, diversity, self-acceptance, sex, LGBTQA pride, and identity.
Other brands with activations at Refinery29 include Fossil, Michael Kors, Papyrus, Perrier, and Ulta Beauty.