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Converse pushes hype beast culture with London hotel activation

Converse is opening a pop-up hotel in London to mark the drop of its new One Star collection this weekend, in doing so tapping into numerous sneaker culture trends driving fan engagement.

The Converse One Star Hotel in London
The Converse One Star Hotel in London

Converse is opening a pop-up hotel in London to mark the drop of its new One Star collection this weekend.

The One Star Hotel, based in Shoreditch, will see rooms curated by artists including A$AP Nast, Yung Lean and MadeMe, as well as two days of gigs, workshops and conversations.

A dream for sneakerheads and music fans alike, the activation promises “staff with attitude, loud neighbours, the freshest sneakers as standard and all-nighters in shoebox rooms”. Live music will also reportedly come from Princess Nokia, IAMDDB, SlowThai, Skinny Macho and more.

What’s interesting is to see how Converse is building hype by following numerous tried and tested rules emerging in sneaker drop culture.

Teaser information from both the brand and influencers involved in the project has been released in advance, for instance. Included is a supposed product list driving curiosity among fans interested in key pieces, such as the collaboration with A$AP Nast that was only released in limited edition in the US previously.

A dedicated microsite meanwhile, provides not only further details of the event, but a series of tongue-in-cheek hotel reviews.

The campaign, which happens to fall during London Fashion Week, taps heavily into a cultural movement surrounding streetwear and sneakers at present, whereby pushing scarcity is king, not just in terms of limited edition products, but particularly unique experiences in which to get hold of them.

We’ve seen this achieved by brands including Supreme, Palace, adidas and Nike in a big way. Meanwhile, the likes of Vetements launching a laundry pop-up in Los Angeles is another example, as is the first Adidas Originals x Alexander Wang collaboration, which secretly dropped in different cities around the world out the back of 17 trucks in trash bags as though the items were on the black market.

The Converse One Star Hotel opens February 16-17 at 155 New North Road, London N1 6TA.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.