ALTERNATIVE organized with OPIUM an atypical party in a movie theater

Opium has been a trailblazer in the high-end sneaker scene since 2001, curating exclusive footwear and becoming a staple of Parisian street culture. 

In line with its innovative spirit, Opium partnered with Alternative to engage the next wave of trendsetters. Together, we designed a one-of-a-kind experience, creating a dedicated space that celebrates urban culture. This culminated in an immersive party hosted at the iconic Silencio des Prés movie theater, a favourite among Paris' creative youth. 

The campaign’s art direction centers on a nostalgic yet relevant concept: viral news spreading across the city, driven by the iconic paperboy character, straight out of the late '90s. This storyline resonates with both retro Hip Hop culture and today's fast-paced digital world. The campaign also features creative talents connected to both Opium and Alternative, amplifying the brand’s relevance to the new generation of sneakerheads.

 This exclusive experience provided a prime opportunity to foster community, build loyalty, and enhance brand trust among the next generation of sneaker enthusiasts, leaving lasting memories.