MARCHESA + IBM WATSON COGNITIVE DRESS

On the eve of the Met Gala, TH worked with Ogilvy to bring the Marchesa + IBM Watson “Cognitive Dress” to media via an evening press event. The dress, worn by supermodel Karolina Kurkova, contained individually stitched tulle LED flowers that alternated colors according to the sentiment of viewers’ tweets surrounding the event. In an effort to generate press prior to the dress’ reveal, TH transformed Canoe Studios in NYC to reflect the Marchesa and IBM partnership. Five iconic dresses from the Marchesa archive were placed throughout the space as well as a mockup of the “Cognitive Dress” in its paper form. Creative bites and cocktails were passed as attendees took photos and watched a behind-the-scenes teaser video detailing the making of the dress. Influencers were able to privately tour the designers’ showroom down the hall and were given gift bag totes with takeaway cards explaining the production of the “Cognitive Dress.”