Coty Canada  and Calvin Klein Introduce ckIN2U at Pop-Up Lounge

For three short days, a vacant storefront in Toronto's entertainment district played host to an event as ephemeral as a text message: the ckIN2U Pop-Up Lounge. Conceived by Coty Canada, with management and planning handled by OverCat Communications, the Pop-Up Lounge at 312 Adelaide Street West was the perfect showcase for Calvin Klein's new ckIN2U perfumes for men and women. Attendees were ushered into an expansive space decked out in sumptuous decor designed by Nicholas Pinney Designs, which featured overstuffed recliners from Furnishings By Corey, his and hers pillows, and sexy, subdued lighting. Overhead, an innovative graffiti projector arranged and operated by Westbury National Show Systems cast unique patterns of light and shadow upon the revelers below.    The theme of the event was a heady blend of technology, textuality, and technosexuality, the latter term describing the new generation of tech-loving teens (who love to text) and twenty-somethings targeted by Coty and Calvin Klein as the prime market for ckIN2U. To drive home the point, Virgin Mobile Canada distributed cell phones activated for a night of unlimited text messaging. Guests wearing ID tags supplied with the phones were able to facilitate that all-important first connection. Providing a danceable groove was Camp So Chill, a female DJ duo whose sounds beat to the pulse of pop culture. Whistles were wetted by $2 drinks and edible eatables prepared by Eatertainment with all proceeds generously donated to The Herbie Foundation.

With the stage set and mobile communication in place, it was left to audiovisual specialists Westbury National Show Systems to light up the night with their graffiti projector. Making its Canadian debut, The Graffiti Research Lab displayed selected text messages on overhead screens, adding to the ambiance and enhancing the mood. On gleaming glass tables were abundant samples of ckIN2U, Calvin Klein's spontaneous and sexy new fragrance for men and women, now available in retail stores across Canada. The feeling of the event was summed up by Aliki Mahshy, director of public relations and education for Coty Canada, who declared "We were very pleased with the lounge on a number of fronts. We created an environment that embodied the brand and we definitely generated buzz with our ‘technosexual’ target market."