Illuminated Ink Pop Up.
CHALLENGE
To position their Yoga Tab 3-Pro as the leading tablet for creativity, Lenovo developed Illuminated Ink, a pop up tattoo parlour in London. The unique concept of this tattoo parlour was to prove the chance to ‘try before you buy’ using the state of the art built-in projector feature of the Yoga Tab 3-Pro to project tattoo designs directly on to the skin. To deliver this concept, Lenovo needed to find the perfect tattoo artist.
SOLUTION
Beautiful Crime commissioned celebrated London-based tattoo artist, James King. His Inklectic Tattoos studio is a creative hub and art gallery where he works and displays his designs from a wide variety of bespoke tattoos to art commissions in pens, pencil and chalk. His breadth of artistic expertise and creativity made him the ideal artist. Beautiful Crime handled all elements of artist management for the project.
RESULT
Hundreds of visitors came to the parlour to have James’s designs projected onto their skin . The pop-up generated enormous publicity with a reach in excess of 47,000,000. Following the success of the campaign it was shortlisted in the Best Technology at the PR Excellence Awards.
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