Ask the Attendees: @ic_berlin #techstylenyc

At the height of NYFW, Janine Just Inc. presents TechStyle NYC, a day-to-night leisure of experiences at the nexus of fashion & technology, drawing influential media, bloggers, & celebrities into one fashion-forward event. Set above the bustle of fashion week, the lounge offers a welcome reprieve to VIPs to discover, the new, next and now among the emerging brands curated into the showcase. The event had a wonderful turnout and attendees enjoyed the chance to celebrate NYC’s fashion week in techsy style!

But just who are the brands that attended the event? What’s their take on the event industry? And what did they think of TechStyleNYC? We took the opportunity to interview a few of the attendees and over the next few days will be featuring their interviews, read on for a peek inside the experience:

We talked to Ralph Anderl, founder of ic! Berlin

First of all, please tell our readers about you – what is the company all about?

We are a big super realistic art installation. Everything is super-real and seams really to be real. But in fact it is an… we produce frames, glasses, sunglasses.. this is, what we call “product”. We give it away for “money”, which is something very abstract and the complicate part of the installation. We have many people “working” for us and we even pay “taxes”. One part of our installation is in NYC in Queens, we call it our “American office”.

What were the 3 keys to getting the company off the ground – where did you invest your time?

The product itself and to organize its production was very hard. We had no idea about eyewear and business but learned fast. So we invest our time in his and in organizing distribution. We found out, that there are tradeshows and opticians and sales reps and and and. everything from ground…

Just having participated in TechStyle NYC, what role do live events play in your branding and marketing initiatives?

A very big role! We invest all money into the quality of our product, which is made in the middle of Berlin. We have no budget for big campaigns, but face to face we have the chance to convince people.

What was a successful social media campaign you hosted that showed great engagement and traction?

We hosted a musician in our office in Berlin. He lived there and was the good ghost of our company for by coincidence he had a very successful commercial and was wearing our glasses. That commercial was being watched by millions of people on YouTube – also good for us.

Finally, what is your favorite app?

Instagram