The iconic Finnish lifestyle brand meets the latest tech trends.

  • Concept Design
  • Branding

Marimekko is an internationally recognizable Finnish fashion and lifestyle brand. In collaboration with Slush (Europe’s leading event for technology and startups), and Junction, (the largest hackathon in Europe) Marimekko announced “the Marimekko Designathon Competition” in 2017.

This design centered hackathon was an international competition to challenge the traditional conventions of the textile and clothing industry with the help of VR and AR technologies. The 51 participants were selected from hundreds of applicants around the world to take part in the Marimekko Designathon competition, and our group–Team Kuosi–was formed on the spot at the beginning of the event.

The core idea of our marimirror concept was to create an outdoor marketing campaign which takes advantage of the latest augmented reality trends. During the designathon event, we built our first prototype using Swift and Apple’s new CoreML framework. The jury admired our visually rich stage presentation and brand-centered approach.

The main idea behind the concept was not only to promote Marimekko’s bold and colorful seasonal prints but also to provide a real-life experience of wearing the prints by rendering the patterns on passers-byes applying AR technologies. We aimed to introduce and explain our concept thoroughly also for “not so tech-savvy” audience.

After the hackathon event, we had around one month to polish our final presentation for the Slush event. With a little help from our friends (model and photographer), we shot and edited a promotional video to support and enrich our 4-minute long final pitch.