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Pure rose to the challenge of putting together a suitably outstanding media and influencer experience to mark the coveted collaboration between BAPE and Undefeated. An exclusive event kicked off the launch of the collections and included specially-arranged interviews with co-founder James Bond. 
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Pure created the most head-turning booth for Converse at the inaugural Innersect event. Alongside a larger-than-life display for the retro-inspired Fastbreak sneaker line, the booth also featured a 360 degree cinema room showcasing a preview of singer Oh Hyuk on tour in the USA, wearing Fastbreaks every step of the way. Pure used the booth as a live seeding station for media and influencers coming to the event, and also facilitated on-site Tmall sales and a competition to see Oh Hyuk perform live in France!  Pure built a skate resort within a day for guests at The North Face's special preview of their winter outerwear. Ice and snow served as the backdrop for a dynamic product presentation to show off the weather-ready new lines.  Pure handled the production for not one, not two, but NINE booths at this year's Yo'hood, one of the top youth fashion events in China. The full list: BLK by Yoho, GR8, Madness, Ripndip, Rixari, SMETS, Stussy, YohoGirl, YohoSkate. 
For the latest takeover of Nikelab X158's second floor space, Pure designed a sleek gallery space in which to display "FORCE", a collection of iconic photographs by NYC-based photographer 13th Witness. Combining his haunting urban scenes of New York and China with the artist's personal effects and artifacts, the show offered an in-depth look at the energy that emanates from the inersection of urban culture and basketball.  The Peppa Pig and Food Heroes collaboration has gone on from strength to strength, with family workshops happening at Xintiandi and Hongqiao Tiandi in Shanghai this summer. This initiative was facilitated by Pure, putting eOne and JUCCCE together with the goal of helping change childhood nutrition in China for the better!  Pure put together the Shanghai incarnation of the mega "Spirit House" installation, an exceptional collaboration between wireless audio systems brand Sonos and music mavens Gorillaz. Visitors were able to view the mesmerising 3D-mapped short film created exclusively for the event, having only been screened previously in selected global cities such as Amsterdam, Berlin and New York.  Launching their sensational resort collection, Net-A-Porter looked to Pure for their latest VIP event taking place at the Beijing Ritz-Carlton. Through a special VIP event leading into a luxurious branded afternoon tea, the event included sophisticated product displays, live tattoos using actual dried flowers, and a personalised interaction in which guests created their own hot summer videos.  Celebrating the top youth magazine's 4th anniversary, Pure worked with Yoho Girl to put together an epic party at the brand new W Hotel. Starting with a hot summer pool party, the event progressed to a high-energy, celebrity-filled evening bash featuring a performance from top singer Summer Jie. World-famous model Kiko Mizuhara also flew in especially for the event.  Pure orchestrated a talk of the town event in the truest sense for Heineken's More Than a Race campaign. Bringing the F1 action near to Shanghai's iconic Bund, Pure turned an entire street into a branded F1 track experience, with interactions, giveaways, performances and Heineken beer! Global superstars Far East Movement headlined the evening action, while F1 legend David Coulthard graced the event to meet fans and enjoy the celebratory atmosphere. The event even saw Heineken taking over not but one but five of the Bund skyscrapers, literally turning the city green! Simultaneously, Pure also ran the hugely popular Fanzone at the Shanghai F1 track, making sure the F1 experience stretched from the racetrack to the heart of the city. |
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November 2017
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