Locker rooms have long been the place of preparation and inspiration for warriors and athletes. Here they change into their battle gear, their uniforms. They fuel up and hydrate before hitting the field or arena. They huddle for that last chant, those last words of encouragement, before that battle - before that game. This is the beginning of the beginning.
The Remy Martin Locker Room is nothing different. GFC - a boutique menswear brand in the heart of Toronto, Benseh - a bespoke tailor for some of the finest (also from Toronto) alongside Vince Garcia of Grey Matter - a celebrity barbershop in West Hollywood have come together to create a unique space where guests can get groomed, get changed and get right for the weekend's festivities.
From Queen West to La Brea - we travelled from coast to coast to do something we had never done so far away from home. We are proud to say that the #remylockerroom was a success! We were overwhelmed to have had so many guests and supporters present, not only from the LA area but also from back home in Toronto. It was as if we never left and someone brought us palm trees and warm weather.
It was a crazy few weeks of preparation but was all worth it when we saw how much fun everyone had and how much they enjoyed the experience and build out.
We want to give a big and special thanks to our @remymartin family for trusting us to plan, curate and execute such a large activation during All Star Weekend. Big thanks to the @spacesbyjacflash team for envisioning and designing such a beautiful space for the weekend, @greymatterla for letting us give their already beautiful shop a make over, to @vincethebarber and @popethebarber for their clipper skills, to @benseh for bringing class to the project, to @anders.nst our host for the weekend, to @wondagurl, @orangecalderon, @djbabyyu, @jayemkayem and @christianseven_ for directing our body movements, to the fellas from Flagrant 2 for filming their entertaining NBA roasting podcast live and of course to all the press/ media and people who came out to show love.
This past weekend was definitely one to remember. Lastly, big thanks to the GFC crew for all their hard work and dedication this weekend. Dream work make the team work.
Space Design by Jaclyn Genovese @spacesbyjacflash
Photography by Aran Raviandran @aranvandelay