HARLEM IN VEGAS.

Unveiling A$AP Rocky's debut collection with PUMA and Formula 1 at the LV Grand Prix, we transformed an abandoned gas station outside of the Vegas Strip into a vibrant pop-up shop designed to capture the motor inspired atmosphere against the neon backdrops of old school Vegas.

Guests had the opportunity to shop the collection— showcased within gas pump kiosk displays— and enter one of the transformed garages to customize their pieces with exclusive racing patches and embroidery. Sounds over the weekend were provided by A$AP Lou, Pedro, DJ Sourmilk, DJ Franzen, and DJ Five.

On Friday night, Rocky and Rihanna made an entrance as dirt bikes roared down the streets and escorted their motorcade into the event space, where they took photos with the crowd and enjoyed the pop-up.

The 2-day experience easily stood out amidst the clutter of the city and became one of the hottest, most talked-about destinations during the LVGP weekend.

Role:

Account Lead / Client Management
Internal Project Management (Production, Creative, Strategy, Influencer)
Talent Contracting, Negotiations, and Management
Influencer Management
Vendor Management

Credits:

Client: PUMA North America
Agency: Team Epiphany
Date: October 2023