This past Saturday, October 16, JUICE LA launched the awaited Summer Fruits BE@RBRICK project by CLOT and MEDICOM TOY. Customers began lining up the day before along Mateo Street as they awaited the store’s 11:00 AM opening time. Some set up their lawn chairs while others stood as they waited. 100 people were in line by the time JUICE LA opened. Customers had the option of the 1000% size along with a 400% and 100% bundle to purchase. The product launch was a success as they sold out within 2 hours.

JUICE LA transformed their storefront into an experience just for this launch. The front entrance featured CLOT and MEDICOM TOY decals on the front doors and vinyl strawberry and yellow watermelon designs, as seen on the toys, covering the side windows.Customers who made a purchase were offered their choice of bottled agua fresca, in flavors to match the BE@RBRICKs, or fruit cups provided by local cart stand America’s Frutas. The Summer Fruits BE@RBRICKs were exhibited on the shelves and display tables throughout the store. Crates filled with fruit and some BE@RBRICK figures were also displayed as an added element to go with the atmosphere of the event. This gave an added appeal of being in a shopping market setting. Co-branded CLOT and MEDICOM merchandise as well as special event tees made by JUICE LA were also on display.

An in-store VIP party took place later in the evening for friends and guests to celebrate this event. Agua fresca and other refreshments were provided for everyone who attended. Mariscos Jalisco’s food truck was also on site serving their famous shrimp tacos along with Rosaluna giving out mezcal shots and a variety of mezcal infused paletas. LA-based music collective, Blondie Beach Records, furnished the sounds all night and played an amazing set for the attendees to groove to.

Check out our visual recap of the event below, and be sure to stay tuned to our Instagram and Twitter @JUICESTOREUSA for upcoming events.