Calvin Klein is delivering a message in a bottle [ch8212] a really, really big bottle.
His fabled fashion house plans to erect a three-story-tall display in Times Square that looks like a perfume bottle minus the glass [ch8212] filled with real-life models.
The larger-than-life billboard will be home to some 40 models, who will live in it next Tuesday and Wednesday during the day.
The idea is to create the illusion of one big party. Passers-by will be able to view the bubbly models partying, playing music and, in general, acting out a good time.
The wild exhibit is a major promotion for the Klein's CK One fragrance.
"There's aren't many places in the world where you can bring off a live billboard but in New York, " said a Calvin Klein spokesman. "Nowhere else is anybody building a three-story-high bottle."
The models will be bottled up in shifts, with not all inside the display at one time. Of course, they will also get food and bathroom breaks.
Some house rules will also apply. No drinking or risqué behavior will be permitted. The display is cordoned off by ropes to keep the models from falling off and presumably to keep people out.
The display mirrors the fragrance's new global ad campaign developed by Calvin Klein's in-house agency, CRK Advertising, and directed by well-known designer Fabien Baron. The campaign, which was launched in April, is the first for CK One since 1994.
Calvin Klein first took over Times Square in 1992 with a giant billboard featuring underwear-clad Mark Wahlberg. Since then, the company has enjoyed titillating the public with edgy, traffic-stopping ad campaigns that have launched the careers of models such as Kate Moss, who famously bared her bottom in one sexy shot.
The company is currently building the display in the upstate town of Argyle. It will be delivered to Times Square Sunday night, assembled the following day, and officially unveiled Tuesday morning.
"We want New Yorkers to connect with the brand in a different way," said a spokesman. "There is no better place than Times Square."
It sounds like some bizarre combination of a Islamic terrorist's concept of paradise and the latest David Blaine stunt. Weird....