The hottest ticket in East London on December 8th was the super hyped Sneakerpedia launch. Tickets were like gold dust and there was a strict no sneaker no entry policy. The promo video proclaims that the site is ‘run by sneaker-heads for sneaker-heads’. While this is certainly true there is an interesting involvement from a certain Foot Locker who are ‘powering’ the site. First things first, how was the party? Well, it was as you would expect, lots of super sneaker junkies each trying to outdo each other with fresh colour-ways and exclusive editions. The drink was free flowing and I am sure there are a fair few Mojito based hangovers lurking in Shoreditch this morning. The funniest part was everyone trying to protect their footwear on the dance-floor as the breakers came out to play, I even saw someone change their sneakers to get involved in the throw down. Upstairs there were MacBook Pro’s available for people to play around with the platform and ask questions to the very helpful (and knowledgeable) assistants on hand.
The site itself is described as a ‘social space not a market place’. Users are encouraged to upload their sneaker collections to show off, educate, engage, share, etc. You can search the site by all manner of classification such as; stitching, lining, material, what celebrities are wearing, what the original colour-way of a specific Nike was, the list goes on. There are five stages to uploading a shoe which involve taking shots of your sneakers in a specific fashion to ensure they conform to the rules of the site. So while we wait for the site to be opened up to the world (its in beta at the present) what did I take away from last night? No it wasn’t a hangover, free sneakers or a crash course in body popping. My overriding thought was that this is a stroke of genius by Foot Locker. Not only have they created a very cool site that I am sure will be huge success, they have also developed a platform that will give them access to all their customer’s personal details and sneaker preferences. They will have an ongoing two-way communication channel and infinite touch-point as long as users stay active on the site. Very sneaky!
One of the most anticipated parties in months finally rolled into the Faversham this New Years Day. Purveyors of house mono_cult, threw one of their now infamous NYD soirees, with 12 hours of Music and a massive line-up to rival any night in the country.
Five headliners which included Soul Clap, Damian Lazarus, The Mole, Midland and new resident Simon Baker rattled the Function One, delighting a full house with a treasure chest of House, Disco, Techno and Dubstep
Support came from Leeds’ mid week swingers La Loop, Manchester’s Treehouse crew, and Newcastle’s Jaunt DJ’s. We can’t forget Leeds’ very own party starter, the one and only Gav Paul who was tearing up the Blue Room. Special mention goes to Simon Morrell for his genre defining 80’s Disco set in the fantastic outdoor marquee.
The mono_cult NYD party was one to remember. Amazing music, fantastic people and an event worth every penny.
Ce Ce Rodgers’ ‘Someday’ is still resonating in our ears…..
UGroove TV were on hand to capture what went down at the Smirnoff Nightlife Exchange Project at the Troxy Theatre in London. On November 27th countries around the world swapped their nightlifes. Featuring performances from Example, Zane Lowe, Jaguar Skills and Tinie Tempah. This was not a night to be missed.
Presented by Pedro Vila. Directed by Peter Madigan. Camera and Editing by Will T. Freeman