To celebrate the launch of The Iconic’s Sneakerhub, we created a two-day celebration of sneaker and streetwear culture that took place in Melbourne and catered to a hyper-selective, trend-setting audience. The event featured partnerships with major brands such as New Balance, Reebok, Champion, and Adidas, and showcased live performances by Khi'leb, Tkay Maidza, and B Wise.

Spanning four floors of a funky karaoke lounge, the event offered attendees an array of experiences, including an augmented reality exhibit developed with Valis, a karaoke room, a multimedia newsstand with forecasts and trends, and a featured footwear sushi train. Each moment carefully crafted from a distinct art direction POV: blade-runner meets Melbourne karaoke lounge. The event attracted some of Australia’s most passionate streetwear enthusiasts, blending creativity, music, and culture into an unforgettable experience.