For the final qualifier stop before the TOMA La Noche Finals, Kids of Immigrants took over Melrose Hill by hosting the tournament inside their new flagship space. YARD led the full creative direction and production of a one-of-a-kind cultural moment that served as the soft launch of the KOI flagship and its first real activation in the neighborhood.
A football block party
We shut down Melrose Avenue and transformed it into a football block party. Rooted in the concept of “The Hill,” the experience paid homage to the Kids of Immigrants ethos while symbolizing the brand embedding itself into the neighborhood and culture around it.
The community showed out heavy
A legendary pitch took over the flagship parking lot, surrounded by bold brand messaging, scenography, and live performances capturing the global spirit and cultural reach of the brand. The community showed out heavy to celebrate this new cultural hub.
