CONVERSE 1 STAR HOTEL

Carlota Lopez
Feb 18, 2018
3 min read

My last assignment was to do a report between a trend story, event and a brand. To be completely honest I had a few problems with events. I was not sure about what could be recognized as an event, or at least as an original event. There's quite a few innovative things that I see across social media but when looking at magazines and big websites everything is insanely boring! Honestly I am so done with all the floral stuff or the very classy events with the same lights, people and "vibe". I think that a lot of brands lose in this part.

This brings me to something that I came across a few days ago. It was an event from Converse, a hotel where EVERYONE could attend that brought together sneakers, the skater community, fashion, music and a grimpes to the 90's.

Let's start with the fact that everyone was able to attend. I consider this very important, not only due to marketing reasons but also because I aspire that one day the fashion Industry can reach everyone.

We live in a generation where your personal and social media image are linked. It is definitely a misstep not having at least Twitter or Instagram. People expect you to have them, especially in my field where you have to promote yourself. From this, what I want to say is that a brand that lets everyone, from all kind of areas, attend to an event is only good for them. They manage to receive not only attention from the media but also the "common" people. This brings endless Instagram/ Snapchat/ Facebook/ Twitter posts and therefore reaches more people.

From a more "human" perspective I don't think that the fact that someone is not in the fashion field should be an impediment to attend fashion or art events. Everyone has the right to have interests in this areas and the fact that most of this events are closed to fashion experts is quite disappointing.

For me, fashion, painting, film, photography, sculpture, design and all kinds of art should belong to the world. It brings people together.

The fact that it is still (I know it has been improving all over the years but we still have a long path to walk) so closed, contributes to the fact that some people can not see how important and fascinating this fields are and therefore call it superficial, dull or the one that is SO common that now just makes me laugh, "not a real job". Also, most of the artists need desperately financing and this often comes, for example, from business mans.

Now about the hotel. I loved the idea, I just heard about it very recently, otherwise I would definitly be there.

It was a five-floor pop-up nestled in the heart of Shoreditch, London, with performances from IAMDDB, Princess Nokia, Yung Lean, as well as limited edition styles on the One Star suede low- top created by Tyler, The Creator, MadeMe and Tizzy T.

There were various workshops happening, exclusive events, people were able to buy limited- edition merch or just dance to the music the DJ was playing.

There were 6 different themed rooms: Step Into Swetness, Grape, Somewhere In Mid- Century, Mahjong, World Affairs and Mademe.

From what I have read, my favourite ones were the Step Into Swetness, Somewhere in Mid- Century and Mademe. Step Into Swetness is described as an instagrammable experience of cotton candy color, sound and taste. Somewhere in Mid- Century was designed by ASAP Nast who is a devoted collector of mid- century furniture. Mademe is set on a monochromatic yellow and hosted live music and comedy.