Mr Henry West’s work has spoken across international borders as the London based Creative Director showcased his work in Los Angeles for the NBA All-Star weekend with 18,000 attendees. For many years, Adidas consulted Mr West for his creative direction skills. The relationship started at the Adidas Headquarters in Herzogenaurach, Germany where Mr West was the Design Intern within the Creative Direction team. It was at this time that the Adidas Brooklyn Creator Farm was founded. When the Vice Presidents Marc Dolce, Denis Dekovic and Mark Miner first visited the Adidas Headquarters, it was Mr West who the Directors selected to host them. The Vice Presidents were extremely impressed with Mr West’s style, persona and work. Since this first meet, Mr West has worked for Adidas within all areas of Creative Direction from footwear to apparel, accessories to graphics in addition to photoshoots and videos.
The 747 Warehouse Street exhibition attendees were global icons such as Kanye West, Karlie Kloss, James Harden, Pusha T, DJ Clark Kent, DMC, Fat Joe, JuJu Smith-Schuster, Nick Young, Von Miller, T.I. and more. Mr West designed the Brooklyn Creator Farm Gallery that was exhibited in the studio space. This consisted of multiple black and white basketball images creatively displayed within the exhibition gallery. There was a large and significant gathering of press photographers covering the prestigiously acclaimed event. The VIP megastars were all photographed in front of Mr West’s work. Consequently, these photographic images were shared to audiences worldwide. Even though 747 Warehouse Street was focussed primarily on the NBA All-Star audience, Adidas invited their most renowned celebrities from music to modelling, thereby connecting to a global fanbase.
Furthermore, Mr West created an inspiring video, which was projected around the exhibition. Using many of Mr West’s previous Adidas videos combined with other promotional content, the edit was viewed by all entrants into the Makerlab exhibition of the 747 event. With his trademark monochrome visuals, Mr West additionally included the Brooklyn Creator Farm glitches of blue forward slashes. The slashes represent the Adidas three stripes that the Brooklyn Creator Farm use within their branding. It was Mr West’s idea to brand the rooftop of the Brooklyn Creator Farm with three stripes to mimic those on their shoebox design. On the satellite view of the Brooklyn Creator Farm, this creative statement can clearly be seen.
As a British magazine representing empowerment, diversity and change, we are pleased to see Mr West thriving in the creative industry internationally. Some iconic brands such as Adidas, Sony and Beats by Dre have commissioned work from Mr West and we look forward to following his future success. Mr West’s exhibition at the 747 Warehouse Street event in Los Angeles showcases his talent as a Creative Director and we are excited to follow his story.