Edgy American shoe wear brand Steve Madden approached us at the end of last year with the aim to showcase their new SS14 collection to the top social influencers that we work with as well as their blog readership and social followers. Based upon this and the ideals the brand represents, we converted an East London flat into the ultimate downtown New York hangout complete with DJ 101 lessons, a DIY session and classic all american food. At The Apartment we always provide visual solutions in relation to the brands aims. As Steve Madden wanted to showcase the collection we curated a photoshoot to provide visuals to accompany the online content. We also merchandised the shoes in unique places around the apartment with an assortment of props to generate more social interaction.The guestlist for the evening included Monica from The Elgin Avenue, Camilla from Into the Fold and Ashling from Fash-ling.