2018 marks the first appearance of the Jumpman logo on the NBA All-Star jersey. To celebrate the occasion, Jordan brand decided to develop an exclusive, invite-only pop-up retail activation in Little Tokyo, Los Angeles. The activation showcased new sneakers and apparel that would be launching during All-Star 2018.
Upstairs housed a separate Interscope Records takeover which was complete with two different recording studios, VIP room, lounge, and hospitality zone. The custom reception desk was built to look like a scaled back version of the reception desk at the Interscope offices. The two recording studios (dubbed Studio A and Studio B) were created in partnership and with direction from the Head of Studio Operations for Interscope. Each studio was outfitted with sound proofing, recording desks, instruments, and lounge furniture. In the back lived a green room – a semi-private space for VIP members to kick back, play some NBA 2K and enjoy food and beverages.