Last night adidas Originals, alongside brand ambassador Kylie Jenner, celebrated the global launch of the Falcon silhouette at an unexpected pop-up destination in West Hollywood, Calif. The launch that took over a gas station on iconic Sunset Boulevard was repurposed to reflect elements of the 90s that influenced the all-new women’s exclusive sneaker that fuses retro design language with contemporary colorways.
Adorned with a neon meets candy motif, the fully immersive experience transported guests back two decades. The space revealed the Falcon housed in gas pumps and a convenience store that doubled as a retail shop with a renovated mechanics’ garage turned creators’ station. A DJ set by Brittany Sky played out against clips of Kylie’s campaign photoshoot while a billboard by artist Michela Picchi overlooked the space.
The launch pulled together talent from Dimepiece LA, Chain Gang LA, Junior High LA who echoed the brand’s spirit of creativity. Celebrating this ideal was a limited edition zine with Kylie on the cover and female creators between the pages available only at the events newsstand.
Following the opening night will be two days of public activations that include daily programming on both Friday 9/7 and Saturday 9/8, as well as an official Falcon launch party on Saturday evening.