Recap : Converse Fourways Mall Store Launch

Wind up the disposable camera, position the lens and click. The photographs from Converse’s exclusive store launch event revealed a nostalgic nod to the 90s as celebrities, influencers, media and friends of the brand socialized in the new concept store- taking in the sleek design and warm monochromatic aesthetic.

Celebrating in true Converse style, guests were treated to live music with DJ duo Jay Em on the decks, fusing multiple music genres from various decades into their set and taking it a step further with a live performance by Amy Jones who has a collaborative track with the duo. With the entertainment portion of the evening down to a tee, the food and drinks tied the entire event together. With the essence of the launch allowing one to channel their inner child, guests tried something sweet at the candy bar, digging into the impressive spread of popcorn, candy floss and more. American styled canapés roamed the room whilst refreshment points were easily accessible both inside and outside of the store.

The activation? A customization station. Offering a 30% discount on the latest Converse merchandise- apparel, footwear and accessories- for the evening, guests engaged in a shopping experience and got their item/s personalized by the talented Gent (@customized_me_gent).

Leaving with a memory of the event in their shopping bags, click, click- guests were inspired by the reminiscent atmosphere that filtered into the room from the subtle yet impactful details and planning.