Published on July 20th, 20090
Blog: Tiesto & Armani Exchange
It’s rare to see such a complimentary pairing between brand and music as exists between Tiesto and Armani Exchange.
The partnership goes back to 2007 when Giorgio designed an exclusive Remixing the Future Tiesto T shirt in aid of the Mercy Corp charity. Those who snapped up the shirt also bagged a free exclusive remix of Sweet Things.
What a simple, mutually beneficial integrated retail partnership between clothing and dance brand. Mutually complimentary brand values whilst a charity benefits.
Well it seems the partnership is enduring. To coincide with Tiesto’s Victoria Park, London and Creamfields shows he makes an appearance at the flagship AX Regent Street store to promote the AX: Time watch collection.
Simple ideas, great delivery that clearly had the personal hand of Giorgio smoothing the relationship. Strikes me as a great template that some ‘brand entertainment’ agencies could take note of. Particularly those who muddy the already murky waters of bands and brands by introducing their own politics into the equation – which of course benefits no one.