When launching a global brand, it's crucial to create an inclusive experience that respects and integrates the local community. The opening of HBX's first U.S. brick-and-mortar flagship store in New York's Chinatown is a prime example of how Selfhood executed this vision.

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HBX NY Flagship Store Opening

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HBX, Hypebeast's e-commerce and retail platform, opened its 25,000-square-foot flagship store in Chinatown, New York, a space that not only caters to shoppers but also includes event areas and office headquarters across its seven floors. To ensure the launch resonated with both global audiences and the local community, Selfhood designed a VIP preview event that seamlessly blended the brand's identity with the cultural richness of its surrounding neighborhood.

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Selfhood curated an event experience that celebrated local businesses and culture, integrating them into the very fabric of the launch. Catering was sourced from beloved neighborhood spots like Dim Sum Go Go, Mei Lai Wah Bakery, and Regina's Grocery, offering guests a taste of the local flavor. The bar was managed by Las Lap, a local favorite, ensuring that even the drinks reflected the community's influence.

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Music programming was carefully selected to reflect both the brand's global reach and the local scene, featuring talents such as Yellowtech, 063N13, Alejandra Sabillon, and a special performance by Onyx Collective, adding an authentic New York vibe to the event.

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The evening concluded with an exclusive party at Donavan's Yard at House of X in the Lower East Side, a venue known for its vibrant, eclectic atmosphere. Guests celebrated the launch with DJs Drewbyrd and Sean G., rounding off an event that not only marked the global brand's arrival in New York but also paid homage to the city's diverse and dynamic community.