AMSTERDAM, NETHERLANDS — Global tech powerhouse Lenovo and creative agency SuperHeroes teamed up with three pioneering designers to create the Lenovo Tab Wear Collection, a new prototype collection that reimagines wearable entertainment for the future by physically merging tablets with clothing. The initiative delivers on the idea of celebrating a new mindset of on-the-go “me time” uncovered through research. It speaks to a new generation seeking to engage with tablets in their own time and space.
According to Pew Research, it is clear that people crave “me time” but have trouble making it a priority. “Me time” is dedicated personal time for individuals, allowing them to prioritize their well-being while doing what they want, whenever and wherever they choose.
To bring this vision to reality, Lenovo and Superheroes asked, what would happen if some of the most cutting-edge designers in the fashion industry were given free rein to imagine the next evolution of style meets technology? What if fashion is more than just clothing, but a new way of life? Fashion and technology have one thing in common: their ever-evolving ability to innovate and adapt to the new and changing world.
“At the heart of this campaign lies our strategic approach to Lenovo tablets – redefining and extending tablet usage during ‘me-time’ – those moments of relaxation and unwinding with our tablets that are increasingly taking place out of the home. We’re incredibly proud of this campaign and how we’ve brought it to life – showcasing the power of cultural collaborations, by seamlessly uniting technology and fashion, to reshape consumers’ perception of “me-time” and tablet usage with Lenovo,” said Craig Miles, Creative Director at SuperHeroes Amsterdam.
About the Collection
Hong Kong’s futuristic couture artist KIT WAN Studios, Reykjavík, London-based streetwear brand RANRA, and Amsterdam’s outdoor specialists MAIUM have been commissioned to design three revolutionary jackets that push functional outerwear to new extremes.
Collectively, they have created an experimental capsule collection of unique outerwear garments that seamlessly incorporate a Lenovo tablet. With each unique piece representing the designer’s interpretation of “me-time,” the jackets feature conceptual twists and cutting-edge techniques to innovate the idea of a jacket.
Blending avant-garde streetwear with technical, functional innovations, the Lenovo Tab Wear Collection redefines multipurpose design by seamlessly integrating tablets into outerwear, with style features that give the wearer the option to create their own personal space wherever they are.
From personal entertainment through detachable or integrated harnesses to noise and light-canceling hoodies or even an inflatable hammock and a techno-armor exoskeleton, the collection provides a new kind of freedom anywhere to enjoy entertainment. Effortlessly carry and watch, play, listen, and maximize “me time” on their Lenovo tablets, wherever they are, without the small screen compromise or creeping notifications of a phone.
London / Reykjavik studio RANRA, which specializes in transitional outerwear pieces designed for both nature and the urban environment, has created the ultimate me-time pod for the outdoors. Equipped with a custom-made noise and light canceling ‘isolation hood’, the jacket allows the wearer to immerse themselves in the cinematic experience of a Lenovo tablet wherever, whenever.
Hong Kong-based KIT WAN STUDIOS, an independent menswear designer and visual artist, has drawn on his distinctive multicultural vision to create an avant-garde manifestation of modular techno-armor. Complete with hyper-customizable elements, such as detachable blankets and hoodies, plus the ability to transform into a bag, the design elevates extreme functionality with a high-fashion twist.
Amsterdam-based brand MAIUM cements its reputation for imaginative, fashionable yet functional pieces offering protection from the elements, with a unique inflatable poncho that cleverly transforms into an all-season hammock that lets the wearer create a custom me-time cocoon anywhere. The MAIUM coat is made of 66 recycled PET plastic bottles.
CREDITS:
Creative Agency – SuperHeroes Amsterdam
Film & Photography – Mighty Fine
3D Production – Max Rabe
