Scope

The Client

KITH, known for its iconic place in the streetwear industry, wanted to reward and engage their loyal consumers with a unique experience for New York Fashion Week. It would also be the debut of their first ever runway show, showcasing three distinct themes that inspired the collections: Beach, City and Mountain. Each theme represented a different dimension of the brand: its New York roots, and its trajectory to open stores in Miami and Aspen, Colorado.

The Process

Institute transformed the Samsung 837 space in Meatpacking to create a fully immersive show. Original content was curated to compliment each of the collection inspirations, while ambient and natural to the surrounding environment. It was important that the show be a true celebration of the Kith brand -  so as part of the unorthodox format, Institute created an evening-long, interactive experience for its guests. A-Trak curated the soundtrack live during the runway, with every collection chapter transitioned by a live musical performance: Fabulous, The Lox, Mase and Ja Rule included.