One of streetwear culture’s most influential online publications, HYPEBEAST transformed the Duggal Greenhouse and surrounding area on the Brooklyn Waterfront for its first-ever HYPEFEST. The boldest designers, streetwear icons, celebrities, and enthusiasts came together for a festival that wasn’t just about selling streetwear but celebrating its culture.
The Greenhouse became a house of showcases from a variety of brands such as Puma, Diesel, Ray-Ban and many more. Visitors were able to purchase streetwear exclusive to the event, but that was only the beginning. Each retailer developed an interactive experience around their brand and the product they were releasing.
Puma revealed their 90s inspired CELL series sneaker in a laboratory-style booth. Staff dressed in lab coats turned visitors’ attention to a wall projection with glitched-out programming. The sneakers were displayed on top of what appeared to be copy machines. Different coding appeared on vintage iMac computers, and behind clear vinyl strips, sneakers were in spherical dark green tubes.
Adidas’ HYPEFEST display was a dry-cleaner inspired atmosphere, where visitors bought their apparel in dry cleaning bags and signed up to design their own custom-made Adidas sneaker. Designers were seen making original sneakers in real time. Even famed actor/debuting director Jonah Hill stopped by to tease a possible sneaker collab with the brand.
From star-studded performances to attendees bringing their best street apparel, HYPEFEST was a culmination of streetwear culture’s entire spectrum. It delivered much more than clothes and shoes, but a place where creators could discuss trends, talk to fans and interact all in the same space. For more info about the Duggal Greenhouse, visit www.duggalgreenhouse.com.
