EVENT
forever developing
Embracing adidas' message from their FW17 NMD campaign, FOREVER DEVELOPING, in July 2017 we took over the original UNDFTD location on Los Angeles' famed La Brea for an eight-day pop-up shop + experience.
Three top photographers, Brian Willette, Cole Younger, and Marilyn Hue, curated 12 LA-based men and women to participate in the NMD photo challenge and exhibition… designed to introduce emerging LA-based photographers to their loyal brand enthusiasts and prompt dialogue showcasing Adidas' loyalty to their customers and the local community.
As guests entered the space, they figuratively walked through a darkroom (complete with the latest NMD sneakers, the photography exhibition, vintage tools, and a manual photo booth activation). Then they meandered out back to a parking lot party.
With daily activations, including four cocktail parties and a workshop with 12 additional aspiring photographers for over 2,100 people, we created meaningful community engagement while driving organic reach and relevancy with local curators and the larger LA streetwear community.
Parked and wristband ready, with food trucks in abundance, we catered to dietary restrictions with dedicated vegan options on each of their menus. It's no small feat when you have a Grilled Cheese truck, but it happened! We also opted for vegan ice cream sandwiches wrapped in edible wrappers to add extra whimsy and reduce our environmental footprint.
And like any respectable backyard party, solo cups held cocktails mixed with Chareau, a (sometimes organic) aloe liquor brand that sources all its ingredients from those naturally found/ thriving in California, and Juice Served Here.
While these seem like smaller ripples, the easy wins create massive waves in our communities.
WHAT WE DID
Event Production + Management: Budget Development + Management, Cherry on Top Creative Design Elements, Workshop Production + Management, Guest Curation + Management, Menu Development, Staffing, Sustainability Strategy
