MVPR collaborated with the Los Angeles based brand, 424, for the launch of their new store space on Melrose Place, LA. MVPR assisted the brand in select event production tasks and sponsorship deals, alongside managing all guest experience tasks: from building guestlist to invite send out, RSVP, dressing and on-site door & guest management. The event garnered top VIP attendance, with talents such as: Kanye West, Westside Gun, Simi and Haze Khadra, Tommy Genesis and Aleali May. MVPR also activated a 360 PR Plan around the opening, securing significant press results with the likes of: WWD, Office Magazine and Surface Magazine.