The Converse ‘One Star Hotel’ DPS Year

The Converse ‘One Star’ was a trainer that Converse were really pushing to market during my time. It was a classic trainer, originally released in 1969 and now Converse wanted to re-release the classic. “The One Star is back for the third time. The classic Converse silhouette made a name for itself on the feet of the world’s best basketballers and 20 years later, transitioned to the soles of skaters worldwide. Now in 2017, the One Star returns to leave another mark on youth culture.” – Steve Duck

‘Youth Culture’ was a phrase that was used frequently around. It was a project that really integrated young creatives, bloggers, skaters, artists, designers and many more to Converse. These sort of people became a major feature in Converse’s approach. The names like Gully Guy Leo, Ryan Hawaii, Yung Lean, ASAP Nast and Tyler, The Creator all represented what Converse felt was youth culture, and changing the perception of creativity. All young, inspiring and pretty fucking cool. Being ‘One Star Rated’ was a phrase that was identified to the product, the Converse One Star. A shoe that was being pushed constantly, throughout my time there. The next step for Converse was to really push the One Star in the major key cities; one of them was London. A hub for creativity, inspiration, art, fashion, and not giving a fuck, were all elements to be ‘One Star Rated’. This then developed to the idea of really putting Converse on the map, and identifying as a major game player once again in trainer culture.

Converse OSH Team

‘The One Star Hotel’ was a huge campaign located in East London. The concept was simple, a hotel dedicated to the Converse One Star trainer. The place was huge. There were various rooms that represented a specific campaign, creative or moment in the One Star history. Ranging from a room dedicated to the brand MadeMe, Cotton Candy Room, The Basement, Year of the Dog room, the list goes on.  Each room has a unique element to it, dedicated to that collaboration, artist, person or whoever. The whole concept was incredible. Each room had so many Instagram-worthy moments, which made this idea really influential throughout all media. Open to the public during the day, then VIP parties in The Basement in the evening. It was an amazing event and a great opportunity to really see what the Converse team had been working on, come into fruition. It’s best to just to look at all the photos and videos for a better idea…

https://www.youtube.com/watch?v=st-5QNkFQPU

 

https://www.youtube.com/watch?v=U0UZtsn0gA8

 

https://www.youtube.com/watch?v=qcfSH6LU9sw

 

 

 

 

[1] (http://www.complex.com/sneakers/the-history-of-the-converse-one-star-complex-au)

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