Stevie Williams's new documentary highlights his upbringing surrounded by poverty and drugs, and his Dirty Ghetto Kids shoe collection for Reebok (called Rbk DGK) is inspired by his days of street skating in Philadelphia. Fittingly, the apparel and footwear line had a preview party (overseen by Reebok's Leigh-Ann Bingham) that mixed some elements of the street sports that launched his career with slick branding and cool displays.
After entering the stylish furniture showroom H. D. Buttercup along a wall decorated with graffiti art-inspired signage, guests who braved the rainy evening headed through the aisles to a loftlike warehouse space in the back of the store. Large screens on each wall played a loop of Williams photos from past to present, with lighting and audiovisual production handled by Staging Techniques.
The two large bars on either side of the room kept the wait time for a drink to a minimum in spite of the crowd, and bartenders and servers were easily identified by the Rbk DGK hats, wristbands, and T-shirts they wore.
Following a screening of the documentary and a Q&A with Williams, the seats in front of the stage were swiftly moved away so that guests like Jessica Alba and Cash Warren could mingle around the room and groove to the music of DJ Choc. Others lounged on the sleek maroon and white leather geometric-shaped couches that matched the earth-toned atmosphere,
created by Bingham with Ayiko Broyard of Translation Marketing along with rentals from Lounge 22. Each of the couches featured satin Rbk throw pillows, and glass display cases studded the floor giving a glimpse of the new DGK sneakers and apparel. Guests noshed on finger foods from FoodLink, like mini-burgers served on authentic DGK skateboards converted into serving trays.
—Kim Serafin
Photos: WireImage
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After entering the stylish furniture showroom H. D. Buttercup along a wall decorated with graffiti art-inspired signage, guests who braved the rainy evening headed through the aisles to a loftlike warehouse space in the back of the store. Large screens on each wall played a loop of Williams photos from past to present, with lighting and audiovisual production handled by Staging Techniques.
The two large bars on either side of the room kept the wait time for a drink to a minimum in spite of the crowd, and bartenders and servers were easily identified by the Rbk DGK hats, wristbands, and T-shirts they wore.
Following a screening of the documentary and a Q&A with Williams, the seats in front of the stage were swiftly moved away so that guests like Jessica Alba and Cash Warren could mingle around the room and groove to the music of DJ Choc. Others lounged on the sleek maroon and white leather geometric-shaped couches that matched the earth-toned atmosphere,
created by Bingham with Ayiko Broyard of Translation Marketing along with rentals from Lounge 22. Each of the couches featured satin Rbk throw pillows, and glass display cases studded the floor giving a glimpse of the new DGK sneakers and apparel. Guests noshed on finger foods from FoodLink, like mini-burgers served on authentic DGK skateboards converted into serving trays.
—Kim Serafin
Photos: WireImage
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Stevie Williams's new shoe collection with Reebok launched in a loftlike warehouse space attached to the H. D. Buttercup furniture showroom.
Graffiti-inspired signage on the wall marked the entrance to the venue.
Seating featured satin throw pillows, and glass display cases studded the floor.
Skateboards were converted into display shelving and serving trays.
