As the return of BRED Abu Dhabi, presented by Hypebeast draws closer, ASICS announces that it will be hosting an expansive pop-up space and curated events program in partnership with Spanish retailer SVD (sivasdescalzo).
With the five-day festival celebrating the fusion of cultures, the sportswear label explores this theme through its own identity. Boasting a two-floor installation, the space will be constructed to replicate industrial European architecture in reference to SVD’s roots with classic Japanese-inspired detailing throughout that emulates ASICS’ heritage. Sneakers cladding the walls will tie the mixed aesthetics together as well as a dedicated area stocking exclusive drops from its recent collaborations with WOODWOOD, Needles, and Hidden NY.
Channeling the clean-cut, minimalist backdrop, the area will also be host to a range of activations and events that hone in on ASICS’ Sound Mind, Sound Body mantra with the main focus being Art in Motion. Placed in the central circular zone, this activation will showcase a special installation of sneaker customs by Ali Cha’aban, Junaynaah, and Kickstq, accompanied by videos of the designers exploring how design moves them. Encouraging attendees to move their minds with art, the brand will also be hosting Sip and Paint sessions on the top deck during sunset.
Touching on the sound body portion, ASICS and SVD invite dance and movement into the space with a line-up of DJs programmed across three nights. On Friday evening, the pop-up will play host to an invite-only party with Sohohouse. Saturday and Sunday’s schedule will be open to the general public with the Green Room to deliver an immersive nightlife experience, as well as AfroHouse and Amapiano imprint House of Yanos. An eclectic mix of local DJs will also be interspersed in the weekend line-up.
BRED Abu Dhabi, presented by Hypebeast is running from April 24-28, stay tuned to find out more of what to expect at the festival. For the full five-day schedule, head to ASICS' website or Instagram page now.
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