Celebrating the best in French street culture
StockX is a go-to for the best in sneakers, streetwear, bags, watches and collectables. Established in 2016 in Detroit, the online marketplace offers users a platform for trading both new and iconic pieces, creating a hotlist of commodities to both buy and sell.
Since launching in Europe, the team has produced a number of initiatives and pop-up events, raising awareness of the platform and its profile.
StockX challenged us to take this a step further; to create an event concept that would elevate the brand and its consumer appeal with location-specific content, while having the flexibility to be replicable in other territories. It was important that anything we produced could be recreated in any location with its own bespoke elements, under one unifying idea.
As a brand, StockX’s kudos sits in its rich product offering, and its platform’s ability to strip back and simplify the opportunity to trade. Our aim was to create a cultural event that would elevate the StockX conversation beyond the trading floor and embrace the cultures that sit at its heart.
We created the ‘StockXchange’ concept as a platform to facilitate genuine cultural exchange; an idea deeply ingrained with the spirit of local contributors - a celebration of ideas, talent, and the most desirable and iconic products - combined with an opportunity for the brand to cement its credentials, authenticity and unique offering. With a team of local, as well as global contributors at the helm, the Paris launch was deeply rooted in Parisian and French street culture.
In partnership with Sarah Andelman - former concept and fashion store Colette’s Creative Director, and founder of ‘Just an Idea’ consultancy - we designed and curated a four day ‘StockXchange’ exhibition, a programme of events and activities with artists, designers, and creative partners.
We commissioned Parisian graffiti and drawn type artist Tyrsa and illustrator Yué Wu to work with us on the visual identity. Using the StockX logo we created a unique marker for the stand-alone event, setting a blueprint for the approach to identity for the future series - using local artists to create bespoke versions for each new iteration.
Almost emulating the Da Vinci Hands of God, the identity played on the idea of the ‘marketplace’, and the exchange of value alongside the core brand design and colour palette.
The location of the event, on the diverse Rue de Paradis in the 10th Arrondissement, had to play to the sense of discovery synonymous with the brand. Delivering a vault-like feel, the spatial design focused on the use of shipping crates, to subvert the ‘unpacking’ experience - disguising the value and contents within.
The container theme played out throughout the space and across each level, forming the basis of every installation, product display, and event area. Showcasing high-value iconic products, curated galleries, and staging. The modular approach offering ease of replication for future events.
Opening night saw the launch party attended by a host of local artists, designers, and influencers. They were first to experience the three leveled exhibition which alongside the galleried areas, Sarah Andelman curated a selection of collaboration pieces from the StockX site.
These were displayed as installations, including Virgil Abloh’s Off White Converse collaboration and Jean Paul Gaultier x Supreme T-shirt, as well as other coveted iconic pieces - many of which were shoppable during the event using in-situ QR codes.
The ground floor entrance was kept simple with a paired back aesthetic of shipping crates product displays, and fluorescent lighting. The reception lead to the StockX brand area, promoting ReStockX (where members had the chance to win coveted products every month) and an event-specific partnership with Fuck Art Make Tees, where guests could shop bespoke tees with in-store QR codes. A large scale hand-painted mural completed the experience.
Moving down to the mezzanine level, lead to the galleried spaces, where collections from Sarah Andelman and the various contributors were displayed. Collaborators on show included Stéphane Ashpoole, founder of Pigalle Paris; Michael Dupouy, author of cult sneaker anthologies “All Gone”; Angelo Baque, founder of Awake and former brand director for Supreme; Ruba Abu-Nimah, creative director of Revlon; DJ and music producer Pedro Winter all taking part, with installations that offered insight into their own stories and celebrations of French streetwear, with collections of their own personal pieces.
As guests ventured down again, they arrived at the basement level. This acted as the hub of cultural exchange during the event. Here, a number of curators and contributors presented a variety of discussions on the importance and impact of French streetwear and the movement at large.
Barbara Malewicz, Gogo Lupin, and Sandrine Tonye held a session on ‘Personal Aesthetic and Style’ with Pablo Attal. A conversation about ‘Collaboration Culture’ saw La Pierre join forces with Stephane Ashpool, Maroussia Rebecq, Guillaume Salmon PSG and Gee/Patta. And a conversation on ‘The Importance of Visual Identity’ was chaired by Pablo Attal, alongside Sarah Andelman, Ruba Abu-Nimah and Tyrsa.
In addition, the basement played host to workshops and masterclasses, including screenprinting with Tyrsa and a ‘Sneakers Market Masterclass’ with Larry Deadstock, Tom Ducarouge, and Derek Morrison of Stock X.
It also incorporated was an area displaying the iconic Colette Air Jordan 1 ‘Au Revoir’ sneakers. Gifted to the Colette team when the world-renowned concept store closed its doors at the end of 2017. The remaining highly coveted pairs were auctioned on the 16th December on StockX to raise funds for Oceana - a charity supported by Sarah - dedicated to the protection and restoration of our oceans.
The basement also played host to the bar, DJ booth, and dedicated workshop area. Production detailing throughout the event space, made for a cohesive feel across all three floors, with a consistent material palette, brand colours and applied graphics incorporated throughout the space.
Photography credits: Benoit Florencon
Production: courtesy of Yard Agency, Paris
Offered proof of concept for future events
Achieved high levels of coverage in key media including Hypebeast and WWD
High attendance levels raised brand awareness, understanding and brand warmth