Calvin Klein wanted all visitors of the Amsterdam Denim Days to get a unique gift. When visiting the Calvin Klein jeans stand, they could have their photo taken and instantly see it transform into pop-art style. All pop-art photos were immediately projected within the stand. People could afterwards collect their own A2 size pop-art poster in the Calvin Klein store in the P.C. Hooftstraat in Amsterdam.
During the two day event around 475 people had their pop-art photo taken and more than 75% went to the CK Jeans store the days after to collect their A2 poster.