NBA ALL-STAR - STUDIO 23
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Jordan partnered up with ASTOUND in preparation for the first appearance of the Jumpman logo on the NBA All-Star jersey.
To celebrate the occasion, Jordan brand decided to develop an exclusive, invite-only pop-up retail activation in Little Tokyo, Los Angeles. The activation showcased new sneakers and apparel that would be launching during All-Star 2018.
Invitees enter the main space through the All-Star jerseys corridor which featured Jordan-sponsored basketball jerseys and a split LED screen playing looping content to introduce guests to some of the themes present throughout the space. Past the split LED screen at the end of the corridor, guests enter the main space. The main space is loaded with sneaker pedestals and custom light posts displaying some customized and unreleased apparel. In the rear of the main space, a customization zone is split into two separate areas: sneakers and apparel. The apparel zone allowed guests to select from a pre-arranged assortment of patches and embroidery patterns to add onto the apparel purchased in the space. The sneaker zone hosted local artists who offered their artwork on sneakers that guests had purchased. Influencers such as Don C, Joshua Vides, Arturo Padilla, Jack Perkins, and more were on-site during the activation to provide their artistic flair and offer customization services.
Upstairs housed a separate Interscope Records takeover which was complete with two different recording studios, VIP room, lounge, and hospitality zone. The custom reception desk was built to look like a scaled-back version of the reception desk at the Interscope offices. The two recording studios (dubbed Studio A and Studio B) were created in partnership and with direction from the Head of Studio Operations for Interscope. Each studio was outfitted with soundproofing, recording desks, instruments, and lounge furniture. In the back lived a green room – a semi-private space for VIP members to kick back, play some NBA 2K and enjoy food and beverages.