News
Sep 14, 2023
AVIREX appointed WHITEROOM for the brand UK re-launch in London
We at Whiteroom are thrilled to announce our collaboration as the appointed design agency for the much-anticipated re-launch of Avirex in the UK market.
Avirex made its mark in the 1990s and early 2000s, becoming a cornerstone of street culture. The brand was embraced by DJs, artists, dancers, filmmakers, and musicians, achieving premium status. Avirex's iconic leather jackets were favored by hip-hop legends like Notorious B.I.G, Snoop Dogg, Method Man, and Nas, as well as chart-topping stars including Usher and Mariah Carey.
In partnership with Focus Brands, Whiteroom created an immersive pop-up retail activation space to showcase the latest Avirex streetwear and leather jackets. The space featured display rails, DJ booths, dynamic digital content, and a launch party buzzing with influencers and Radio 1 DJs. The event was a massive success, with queues stretching out the door.
The venue in Berwick Street was packed with brand fans and celebrities.
