Amazon Prime's Hypebeast Satire Fairfax Opens Pop-Up in LA

In the animated world of Fairfax, a new series on Amazon Prime Video, there’s a brand at the center of the story described as “the holy grail of streetwear” and whose retail store is so dope that people literally walk through fire to get there. Its product drops? Legendary. Its prices? Outrageous. This temple of cool is called Latrine—sound familiar, Supreme fans?—and it sells everything from branded salad spinners and fire extinguishers to hoodies, fanny packs and skate decks. And despite a nerdy character likening it to “an expensive Walmart,” Latrine is the pinnacle of FOMO consumerism. In short, it’s hypebeast heaven. To promote the recent launch of the comedy, Amazon Prime Video and agency Campfire have turned the fictional shop into a real-life pop-up located in the heart of the Fairfax district in Los Angeles. Immersive satire For the next several days, people will be able to immerse themselves in the show’s meta storyline and paw through custom-created merchandise that reflects the social-climbing on-screen action. There are Dr. Phil t-shirts—normcore is an ongoing theme—and “bird poop” facial cream—a pair of smack-talking pigeons serve as commentators and greek chorus. Like the series itself—“a satirical take on drop and fashion culture”—the shop is stuffed with zeitgeisty Easter eggs and “wildly ridiculous Latrine merch,” according to Jennifer Verdick, head of partnerships, synergy and consumer events at Prime Video. There are Instagrammable interactive features like The Drop Lever, complete with Vegas-style bells and whistles that visitors can pull to win swag, and a giant, mechanized check mark called Verified: The Ride for people to hop on, simulating that queasy feeling of trying to get legit status on certain social media platforms. The streaming service also recruited designer and sneakerhead icon Jeff Staple to create Jeff Staple x Fairfax Pigeon t-shirts and hoodies which, like all the products included, are limited-edition because “in true drop culture, once the items have dropped and ‘sold out’ they will never be available again,” Verdick said. Visitors will get $100,000 in Latrineum bucks, a bitcoin-like currency, to spend at the activation, and neighboring businesses such as Canter’s Deli, Prime Pizza, Taco Verde and Sweet Chick will accept the fake money for special discounts and giveaways. The experiential marketing for Fairfax will continue this weekend at the ComplexCon fan convention in Long Beach, Calif. Prime Video will dole out branded socks, yo-yos, shirts and hoodies, also giving attendees a chance to win Jeff Staple custom kicks. Fairfax, named for the well-trafficked L.A. shopping hub that includes Melrose Avenue, follows four middle school friends on their all-consuming quest for clout. The eight-episode series features the voices of Jaboukie Young-White, Peter S. Kim, Skyler Gisondo and Kiersey Clemons, along with guest stars like Pamela Adlon, John Leguizamo, JB Smoove, Billy Porter, Yvette Nicole Brown and Dr. Phil himself in a dream sequence. Prime Video Goes Full Circle with 360-Degree Trailer for The Wheel of Time

Experiential Marketing

Amazon's Supreme-Inspired Show Fairfax Opens Shop in LA

The activation features limited-edition streetwear and immersive elements

T.L. Stanley

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T.L. Stanley