Seeing as adidas’ retail partner Nice Kicks has its roots in Downtown Los Angeles, a VIP warehouse party was envisioned. We partnered with All Def Music, a division of Def Jam Records, to feature their up-and-coming artists. Access was only granted to those who obtained a hotel key at the store, the back of which read, “You’re getting lucky tonight.”
Upon entering the space, you would walk through the key photo moment: a custom created infinity room. From there, you might have access to the artists lounge – otherwise you would head to the craft cocktail bar or the dance floor. To highlight the reflectivity of the shoe, all elements of the event featured reflective details.
