Promotions Group West’s In House Creative group worked with trade show company Advanstar to introduce S.L.A.T.E., a select streetwear trade show that differentiates itself from the typical trade show experience; to establish a distinction between S.L.A.T.E. as a showcase for progressive lifestyle brands and traditional streetwear labels; to design and execute a show environment that reflected current design trends. Breaking away from the traditional tradeshow structure, In House Creative provided an intimate and sophisticated environment, allowing attention to focus on the brands exhibiting at the show. S.L.A.T.E. made its debut in the August 2008 season.

[Buyers descend upon S.L.A.T.E. at MAGIC, 8/08]

IHC designed the space, created an original S.L.A.T.E. logo waterfall and custom furnishings, and sourced all other décor to reflect the natural/modern aesthetic. IHC provided lifestyle elements such as a VIP buyers’ lounge; art showcases; publication lounge; petite bistro; and custom built full-service Circle Bar. At its central DJ stage, S.L.A.T.E. leveraged high-profile DJs and musical guests including Steve Aoki, Mos Def, Roxy Cottentail and Asher Roth. IHC also collaborated with Stussy for the S.L.A.T.E. opening party held at The Palms’ Moon nightclub.

All executed by PGW, IHC and CEO Russ Jones.