“Men In Black” Suit Rooms By Paul Smith Open In London And New York, Letting Customers Try On And Buy

As summer movie season nears, brands are starting to unveil activations and product tie-ins to help boost awareness and add a little summer fun to the marketing mix. Paul Smith’s MIB Suit Room pop-up is an experience that’s out of this world, but close enough to home to let consumers try on and even take home a little bit of the Hollywood experience.

To celebrate the premiere of Men In Black: International movie, Paul Smith opened special agent pop-up suit rooms in its stores in London and New York.

The pop-ups are fashioned to replicate the iconic suit rooms from the film and allow shoppers to “put up [their] arms and all [their] flippers,” as Agent K would say. And they can even slip into and purchase a “suit to travel in” from the retailer.

The activation doesn’t feel completely alien, as Paul Smith actually dressed the lead characters of the Sony Pictures’ Men In Black reboot, in partnership with the designer Penny Rose.

Smith took great pride in working on the MIB agents’ looks and told Campaign, “When I was invited to get involved in the return of the Men In Black films, I was delighted. I’ve designed suits for earthlings for my entire career, so the opportunity to take things to another dimension was too good to refuse.”

To visit the Men in Black suit rooms, head to 44 Floral Street in London or Greene Street in New York.

Several other luxury brands also created activations around the newMIB movie, including Lexus, Hamilton Watches, Police eyewear and others.

Lexus promotes its futurist-looking Lexus RC F as the elite agents’ “greatest weapon yet, that pairs advanced alien-fighting technology and flight-ready engineering with exclusive MIB wheels and Umbra Black paint.”

The lifestyle brand, Police, offers “neuralyzer trouble-free” sunglasses–an exclusively designed style with codename: Police SPL872 to customers. And Hamilton Watches, whose Hamilton Ventura model was featured in Men in Black I (1997) and III (2012) still remains a part of the sharp agents’ uniform and remains the official watch of MIB IV (2019). In fact, Agent M from the London-based team wears the Hamilton Ventura when she fights the alien evil.