Amazon to launch 'Destination Denim' with experiential event in Berlin

By

Barbara Santamaria

Published
Oct 7, 2019

This October, Amazon Fashion is taking over four floors of an industrial building in Berlin to host its first offline fashion event dedicated to denim.

The US retail giant is launching ‘Destination Denim’, and online and offline shopping event bringing together the best denim products the site has to offer alongside innovative experiences and partnerships.

An exclusive launch party will kick things off on 24 October at Kühlhaus Berlin, where Amazon will present a series of free events, including a live performance from Rita Ora, customisation workshops, panel talks and DJ sets, for four days.

There will be hero pieces from brands including Levi’s, Wrangler, G-Star, Replay, 7 For All Mankind as well as exclusives from Tommy Jeans, find. and Amazon Essentials via Smile Codes.

A 12-metre long LED wall will present a procession of virtual runway models on a loop showcasing a selection of Amazon denim looks, and a new voice assistant-enabled styling experience will be available. 

Amazon said the activity aims to underline its bid to become a leading destination for all things denim. Partly to demonstrate this, an installation featuring 78 pairs of jeans, 156 sheets of perspex and over 200 metres of lighting will be placed inside Kühlhaus Berlin inviting visitors to explore the immersive structure.

“With the launch of Destination Denim we want to offer a new denim shopping experience that enables all Amazon customers to find their perfect pair of jeans”, John Boumphrey, vice president of Amazon Fashion explains. 

“Destination Denim is the ultimate hub of denim knowledge that brings together exciting technology, our large selection of denim and inspiring content both on and offline.”

Only available in Europe, ‘Destination Denim’ will also launch online with exclusive product, tutorials, denim edits and interactive virtual features.