J Balvin x Velez - Artisan Gang in the City Pop-Up Experience

Client: Shopify, J Balvin, & Velez
Role: Client Liaison, Artist Relations, Brand Strategy, Creative Direction, Event Producer
Year: 2026

In partnership with Shopify, global music icon J Balvin and Colombian heritage fashion brand Vélez brought Artisan Gang in the City to New York Fashion Week, transforming Shopify's SoHo storefront into an immersive retail experience celebrating Colombian craftsmanship, fashion, music, and culture. The activation marked the fourth chapter of J Balvin's collaboration with Vélez, bringing the spirit of Medellín to NYC while introducing the brand to new audiences.

The experience kicked off with an exclusive VIP launch attended by A-list celebrities, artists, media, and cultural tastemakers, including Fat Joe and Ryan Castro. Guests were immersed in Colombian-inspired design, music, cuisine, and mixology, alongside curated displays showcasing the collection's leather craftsmanship, embroidery, and contemporary streetwear. The celebration extended into a public-facing retail pop-up, featuring interactive product discovery, personalized merchandise, live laser engraving, and Shopify-powered shopping experiences.

The activation was amplified through a social and communications strategy spanning launch promotion, artist-led storytelling, event coverage, press, and post-event recaps. The storytelling highlighted J Balvin's creative vision, Vélez's 40-year legacy of craftsmanship, and the cultural significance of bringing Colombian artistry to a global stage. Together, the experience bridged music, fashion, and commerce, showcasing Shopify's role in helping established brands and creative entrepreneurs connect with new audiences through culture-driven retail experiences.