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All-Star Week

ASTOUND helped brand Jordan celebrate the Jumpman’s all-star jersey debut with a premium pop-up retail.

Our Job

Design a space to showcase All-Star footwear and apparel launching that lived up to a landmark moment for basketball’s premier premium brand.

The apparel zone allowed guests to select from a pre-arranged assortment of patches and embroidery patterns to add onto items they purchased in the space. The footwear zone hosted local artists who offered their artwork on shoes that guests had purchased.

ASTOUND & brand Jordan built studio 23, an invite-only pop-up in LA’s Little Tokyo showcasing all-star 2018 launch product.

Upstairs: an Interscope Records takeover complete with two recording studios (created in partnership with Interscope’s Head of Studio Operations), VIP room, lounge, and hospitality zone. Each studio was outfitted with soundproofing, recording desks, instruments, and lounge furniture. In the back: a semi-private green room space for VIP members to kick back, play NBA 2K and enjoy food and beverages.

We welcomed invitees through a corridor of all-star jerseys and looping video content that reinforced the grandeur of the moment.

Once past the split LED screen at the end of the corridor, guests entered the main space—which was loaded with shoe pedestals and custom light posts displaying customized and unreleased apparel. The ultimate destination: An immersive footwear and apparel customization zone in the back of the main space.