For NBA All-Star Weekend, Converse unveiled the SHAI 001 Studio at the heart of downtown SF. From the concrete columns to drywall markings, we embraced the raw and industrial appeal of the space, colliding the elevated world of Shai with the irreverent spirit of Converse. Through a series of double-sided partitions, wall coverings, and façade graphics aligning to the same datum, semi-open enclosures were defined within a free plan. Upon entry, visitors were greeted with a vitrine inspired by high-end jewelry displays. Next, they could either participate in a basketball shootout game or a beat-mixing workshop inspired by the “Soundcheck” social series. At the center of the space stood a 13-foot-tall monument of the shoe, which was reconfigured into Lil Yachty’s stage on Saturday. At the end of the experience was a premium shop-in-shop where visitors could customize Converse apparel and footwear. To cap off the energy of the weekend, we deployed a set of guerrilla projections across the landmarks in the city, signaling Shai’s takeover.

Project: Shai 001 Studio, NBA All-Star Weekend
Location: San Francisco
Date: February 2025
Creative Director: Justin Jiang
Creative Agency: Passerine
Production Agency: OBE
OOH: Billups