The Suitings category has faced a constant challenge with the nature of their fabrics. While being an elegant apparel, freedom of movement and flexibility is a factor that fabrics are constantly aiming to achieve. Van Heusen had launched an innovative collection which promised swift and sleek movement for the customer. The Move Labs collection aimed to eliminate the movement restrictions plaguing the entire category.
The brief to the agency was to come up with innovative ways to market the Move Labs collection via an interactive activation. An approach that would show the technological advancement that the brand has initiated in its category and help users experience what it means for them.