HP wanted to connect with the modern woman. She has children, a career and takes pride in how she presents herself. She’s fashion-conscious. HP wanted innovative ideas on how to connect with this target audience.

Vivienne Tam became a household name in American fashion in the mid-‘90s and remains successful in markets all over the world. Peonies represent the facets of what Vivienne wanted to achieve with the laptop design–fashion meeting technology. They are true to Vivienne’s design aesthetic and are commonly used forms in Chinese art. Vivienne saw deeper meaning when the flower design was placed on the computer, as it transformed the computer, a typically cold, standardized item, into a personalized piece of art. It was this point of view that tied directly into HP’s brand philosophy: “The computer is personal again.”

The laptop was a huge hit. After the show, everyone was asking where they could buy one “right now.” The PR response has been overwhelming, with over 100,000,000+ media/PR-based online impressions. There have been over 900 articles published worldwide announcing the product, with editorial exposure in fashion magazines including Elle, Vogue, and Vanity Fair, and leading global newspapers like the New York Times, International Herald Tribune, Financial Times. Network television shows featured the product this spring. The Asia-Pacific region has already sold out of the product, and Tokyo doubled their demand after selling out in just ten days.