I was tasked with creating a pop-up event for the Reebok and Trouble Andrew’s 3:AM collaboration in NYC. The event was inspired by the spontaneous and wild creativity one finds at 3:AM in New York City. I wrapped the idea of bringing ‘Gucci Ghost’ (aka Trouble Andrews) chaotic studio directly into the middle of a art gallery. I transformed a downtown New York Foot Locker to serve as said exclusive art gallery. Trouble Andrew celebrated while Cam’Ron and DJ Clark Kent amplified the crowd into the cold New York night. The limited edition shoe was put on sale and sold-out within minutes online and in-store.
