Adidas and Gucci Unveil LA Pop-up and Host 70s-Themed Party to Celebrate Collaboration

“I feel like I’m in a backyard in Brooklyn right now,” Meeka Hossain said outside the doors of 8400 Melrose Place in Los Angeles, where Adidas and Gucci held a buyable pop-up — and an outdoor dance party – Friday night to celebrate the launch of their capsule collection. The digital content creator, originally from Los Angeles, is a staple at fashion events.

“It’s a throwback to ’70s disco, all the fun neighborhood stuff you’d see at a block party in New York City,” Hossain continued.

Closing out a section of Melrose Place, the evening featured performances by local talent: Dance LA Entertainment breakdancers, Let’s Jump, LA – the skipping rope and Dutch doubles team – and the LA Roller Girls, who skated through the crowd by offering BBQ staples like sliders, hot dogs, and sweets that included spiked Jello shots.

“These are dangerously good,” remarked a passerby, grabbing two gin-infused gelatin treats.

The crowd went wild. Outside, they drank and mingled, sitting on bleachers and picnic tables overlooking a basketball court. Inside they shopped, largely accessories and hoodies. The collection itself, vibrant and retro, was the inspiration for the decor.

Lots of guests to match the backdrop, dressed in sports, on the theme of the new collection. The event brought out the designer Jerry Lorenzo, who turned heads everywhere he went; sisters Langley Fox and Dree Hemingway; activist and designer Aurora James; designer Waraire Boswell; director Melina Matsoukas; artist Cleo Wade; French content creator Lena Mahfouf; Saint Vincent music artists, Teezo Touchdown, Soko and Mallory Merk; actors Lena Waithe and Jeremy Pope, as well as professional athletes Bogdan Bogdanović, Chiney Ogwumike, Nneka Ogwumike and Isaiah Simmons.

The celebration continued on Saturday when the public could visit the space by appointment. The address, which once housed Marc Jacobs, is now a brick and mortar Gucci. The Italian brand will unveil the store in the coming months.

Launch Gallery: Adidas X Gucci Melrose Place Launch Party

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