EON Balenciaga tie up enables ‘connection between physical products and inspiration of art and music behind them’
EON has announced a partnership with Balenciaga to launch what is pitched as an industry first, tech enabled merch series with an exclusive media experience for Balenciaga customers that will give them access to a custom produced song by Archive, a London-based trip-hop group.
The song, titled Patterns, was composed exclusively for Balenciaga Music and is not available anywhere else or through any other channel.
According to a press release: “The launch marks the beginning of a new era where fashion products are not just physical assets, but also gateways to multimedia experiences where customers can connect directly with brands and creators”.
To listen to the song, Balenciaga customers tap the NFC chip integrated into their Balenciaga Music I Archive merch item with a smartphone. The activation is enabled by the same kind of security technology that brands use for product traceability and authentication.
“We’re excited to partner with Balenciaga on this industry first experience, enabling a direct and exclusive connection between physical products and the creative inspiration of art and music behind them,” says Natasha Franck, Founder and CEO at EON.
“This collection spotlights the infinite possibilities that the EON Product Cloud provides for brands to capitalise on products, going beyond product traceability to turn products into new media channels that enable brands to drive multiple transactions through singular product.”
EON creates and manages the link between each physical product and its digital twin in the cloud, and builds and hosts the web experience that provides Balenciaga customers access to the Balenciaga Music I Archive song.
EON also delivers full translation support in English, French and Chinese languages. The Balenciaga Music I Archive merch series, which includes t-shirts and hoodies, is now available inBalenciaga stores and on its website.
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