Amplify & Klarna create the House of Y2K to showcase the evolution of shopping through the power of Nowstalgia.
Objective
Solution
Since its inception, Klarna has aimed to revolutionize the retail industry, turning a once complex and fragmented shopping experience into one that is seamless and smooth.
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Partnering with Paris Hilton as the brand ambassador, Amplify took on the challenge of creating an immersive event to showcase Klarna's full range of services. The campaign was designed to appeal to Millennial and Gen Z shoppers by leveraging the resurgence of Y2K fashion trends and introducing the concept of "Nowstalgia"—highlighting the evolution of both fashion and shopping experiences over time.
The result was an exclusive pop-up event: The House of Y2K. This vibrant experience demonstrated how the Y2K trend has transformed from a nostalgic touchpoint for millennials into a "Nowstalgia" movement for Gen Z. The event also showcased Klarna’s role in modernizing e-commerce, moving from chaotic online shopping to a smooth and streamlined process.
The experience was built around three core Y2K themes—technology, fashion, and beauty—to demonstrate Klarna’s innovative approach to online shopping. The event blended digital and physical elements to create highly shareable content that gained global traction.
The campaign kicked off with a VIP Y2K-themed party hosted by Paris Hilton, which attracted celebrities like Kris Jenner, Ashley Park, and Kathy Hilton. The star-studded event generated a wave of social media engagement and press coverage from major outlets including Hello Magazine, InStyle, Daily Mail, EXTRA, Cosmopolitan, Grazia Daily, and Forbes.
This buzz successfully fueled excitement for the consumer event, which followed the next day. The LA shopping crowd flocked to the event to explore Klarna's 'smoooth' shopping solutions and engage with the brand's innovative offerings.
What
consumer event
Where
Los Angeles​
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Capacity
120
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When
2023
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Role
As the Executive Producer for Amplify, I was responsible for overseeing pre-production, leading the production team, managing the venue, securing permits, handling the budget, coordinating vendors, and executing the on-site build.
House of Y2K
63% increase
in app downloads over a 2-day period
450
attendees
1.7B
impressions
344
pieces of global footage
