Case Study

Edition Atelier — Live Chainstitch Embroidery in Beverly Hills

AMR brought hand-guided chainstitch embroidery to an Edition Atelier event at Diane Keaton’s Beverly Hills home, personalizing apparel and accessories on-site for guests.

  • Primary CategoryBrand Activations
  • Project TypeLive Chainstitch Embroidery & On-Site Customization
  • LocationBeverly Hills, California
  • ScaleLarge-Scale Brand Event
  • TechniquesHand-Guided Chainstitch · On-Site Embroidery · Product Personalization
Custom Edition Atelier tote bag with hand-guided chainstitch embroidery at a Beverly Hills, Los Angeles brand event.

Overview

The Edition Atelier event took place in a beautiful Beverly Hills home, which gave the whole experience a relaxed and personal feel.

Guests could shop the brand’s apparel and accessories, then have their pieces customized on-site with hand-guided chainstitch embroidery. Being able to watch the stitching in real time made the experience feel more special and gave each piece a story beyond the product itself.

Our Role

amR handled the live chainstitch embroidery and on-site personalization throughout the event. We worked directly on Edition Atelier’s products, stitching each piece by hand and managing the embroidery setup from start to finish. Our role was to keep the process easy for guests and make sure every piece left the station looking finished, considered and true to the brand.

Our Approach

We kept the setup simple and flexible so we could move through each piece without making guests wait too long.

Depending on the line, we aimed to keep stitching time to around 3-5 minutes per guest, per station. That gave us enough time to do the work properly while keeping things moving and making the process feel easy for everyone.

The Result

For Edition Atelier, the customization gave guests a more personal connection to the products they chose. A bag, jacket or accessory became something they had a hand in creating, which made it feel more individual and more meaningful to take home. For the brand, the embroidery gave people more time with the collection and made the purchase feel more personal. Guests could be part of the finishing process and leave with something that felt connected to the event. In the end, the customization made each piece feel more special without taking away from the look and feel of Edition Atelier.

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