For its second annual Paper Project Los Angeles, the editorial team of New York-based Paper magazine set up camp in L.A. for a weeklong cultural event series at a storefront on Hollywood Boulevard. Hipsters flocked to the popup store for its opening party, for which Kim Hastreiter, Paper's cofounder and editor, and Drew Elliot, its marketing and promotions director, worked with L.A.'s Evolutionary Media Group to convert the 10,000-square-foot empty store space into a venue reflecting the magazine's I-love-L.A.'s-diverse-neighborhoods theme. "People are so segmented in L.A. The editors created the storefront to specifically bring people from different neighborhoods together," Elliot said.
Part concert hall, part art gallery, and part barbershop, the space featured L.A. bands Dolphin Force, the Deadly Syndrome, and the Adored onstage while in between sets Hollywood music supervisor and nightlife queen Amanda Scheer Demme—equipped with a sound system and DJ booth provided by sponsor Red Bull—spun tracks. Local artists from galleries ranging from Chinatown and Silver Lake to Venice and the O.C. curated the space's walls. Local gallery Fallen Fruit exhibited maps of the community, while a neighborhood hairstylist from Rudy's Barbershop treated guests to free haircuts.
If, as Hastreiter put it, the storefront operated as a "brick-and-mortar MySpace," then guests could consider the MAC ice cream truck as part of their extended network. Parked outside the venue, the truck played alternative rock music while its attendant gave out lipstick and Mochi. Indoors, guest could also visit the MAC beauty parlor and receive free makeovers from professional makeup artists. Entertainment included the Adidas ZX game lounge stocked with retro video arcade games like Tron, Centipede, and Ms. Pac-man. A chandelier made from sneakers showcasing the company's latest 80’s-inspired footwear hung over the lounge. Frank Novak of Modernica Furniture set up white leather seating, and the folks at Beautiful Bartenders served up Svedka vodka, Peroni beer, Red Bull, Arizona iced teas, and Metromint water at the bars.
Posted 11.15.06
Part concert hall, part art gallery, and part barbershop, the space featured L.A. bands Dolphin Force, the Deadly Syndrome, and the Adored onstage while in between sets Hollywood music supervisor and nightlife queen Amanda Scheer Demme—equipped with a sound system and DJ booth provided by sponsor Red Bull—spun tracks. Local artists from galleries ranging from Chinatown and Silver Lake to Venice and the O.C. curated the space's walls. Local gallery Fallen Fruit exhibited maps of the community, while a neighborhood hairstylist from Rudy's Barbershop treated guests to free haircuts.
If, as Hastreiter put it, the storefront operated as a "brick-and-mortar MySpace," then guests could consider the MAC ice cream truck as part of their extended network. Parked outside the venue, the truck played alternative rock music while its attendant gave out lipstick and Mochi. Indoors, guest could also visit the MAC beauty parlor and receive free makeovers from professional makeup artists. Entertainment included the Adidas ZX game lounge stocked with retro video arcade games like Tron, Centipede, and Ms. Pac-man. A chandelier made from sneakers showcasing the company's latest 80’s-inspired footwear hung over the lounge. Frank Novak of Modernica Furniture set up white leather seating, and the folks at Beautiful Bartenders served up Svedka vodka, Peroni beer, Red Bull, Arizona iced teas, and Metromint water at the bars.
Posted 11.15.06
