The venue-rich Sunset Strip is teeming with hot clubs and restaurants, but for Teri Hines, director of communications for the Jordan Brand (a division of Nike), the Hornburg Jaguar dealership proved the ideal venue. The occasion was last night’s launch party for the latest installation in basketball player Carmelo Anthony’s signature shoe line, the Jordan Melo M4. “The shoe was inspired by jaguar—both the car and the animal—so we couldn’t think of a better venue than a Jaguar dealership,” Hines said.
Hines turned to the team at BNC to create the design concept, and Bolthouse/SBE produced the space that exhibited both the shoe and the man behind its inspiration. Anthony’s face loomed large on posters, and his thoughts on the shoe appeared in the form of quotes plastered on the walls: “I just don’t put my name on my shoe, I put my game in it.” In a more subtle gesture, the Denver Nuggets player’s tattoos appeared in a graffiti-like design superimposed on a Jaguar car, which sat at the entrance of the showroom.
Guests could get a look at the shoe in specially designed display cases, which were decorated with the Melo logo and the tattoo-influenced design that appeared on the car. Shoes also decorated bar tops, which were stocked with stashes of Melo key-chain party favors.
Correction: This original version of this story did not credit BNC with the design concept.
