TINDER x CHET LO
Creating event invites and experiential collateral for the collaboration launch event Layout, Experiential, Motion - Jan 2024
A key part of the Tinder strategy is to connect with it’s Gen Z audience through fashion. Our creative vision was to incorporate the nuances of authentic connection and the ‘messiness’ of in-app romances expressed through a collection of slogan tees - a data supported trend loved by the audience.
As such, W brokered a one-of-a-kind partnership with fashion designer, Chet Lo to create “The Lovestruck Collection’.
The limited-edition release would become the brand’s first IRL embodiment of the authentic and occasionally unexpected journey that characterises dating in the modern age. To take the IRL element of the campaign even further, we dropped the collection with an invite only event, unveiled at a secret location in Shoreditch. Merging creative art-installation displays for the slogan t-shirts, with an unforgettable FOMO-inducing nightlife experience - we set socials across London alight with hype DJ’s Qendresa and JoceWavy gracing the decks, before the Sugababes set the room into a hot spin.
We created a sub-logotype, and accompanying animation for when on screen, for the ‘Lovestruck’ event - aiming to further embody that unexpected and spontaneous nature of modern day dating.
On the invite, the typographical layout can then remain the same, allowing the beautiful and striking launch photos, courtesy of Chet Lo, to envoke these contradicting and strong emotions captured by the slogans on each of the tees. A simple yet stylish collection of exclusive invites, ready to be paired up with a suitable recipient.
The event merged creative art installation displays with a top nightlife calibre party to celebrate the launch of the collection.
The night secured over 430 attendees from media, influencer and friends of the brand. All ready to see how we curated 6 individually crafted installations around the space, each one using mixed media and a variety of production methods. From a stack of retro TVs, to larger than life 3D lips covered in Chet Lo’s iconic spikes, everything was tailored for social first photography.
Check out the post-event video below: