Last weekend, the San Diego Convention Center housed ASR Marketplace, an action sports trade show with over 700 brands with roots anywhere from the surf to the streets. This location couldn’t be anymore perfect for this type of show, because with beaches in close range and the historic Gaslamp Quarter right across the street, the easy-going California lifestyle could be felt in the air. From the outside, the convention center didn’t hint at what was in store, because once you walked in the door of ASR, a maze of amazing booths were ready to show off what’s new for Spring 2011.
I was on the scene representing for M.I.S.S., and although my appointment book barely had any blank spaces, I managed to do some browsing in between meetings. Sleek white couches invited me to take a seat from the moment I walked through the doors, but I knew I had to keep moving on because there was just so much to see. Something for anyone could be found there.
Each booth provided a unique experience for visitors. All of the brands, from the more established to the up-and-coming, made you feel like you were walking into a retail store. The bigger labels, of course, had the bigger booths, with check-in podiums and an army of people to walk you through the line, while the smaller, newer labels provided a more intimate experience.
Seminars were set up for the more business-minded folks, while the real deal skaters could show off their skills on the indoor skate ramp. I fit into neither of those categories, so simply watching the action was good enough for me. The ramp was situated next to the Volcom booth, which admittedly was the loudest booth of them all, both in sound and in style. Electro music blasted in the speakers and candy ravers danced in their glory wearing beads, fur, and the biggest pants I’ve seen since 1998. Volcom summoned the rave scene for their Techno Beach Party, and although I didn’t get to see their Spring collection, I saw plenty of partying action on the outside!
For those that were lucky enough to find the time, special events provided a dose of entertainment away from the nonstop meetings. A kick-ass roller derby competition was found in one corner, while across the room at La Plage, where the floor turned ocean blue, a fashion show allowed you to see highlighted pieces from Spring worn down the runway.
Deejays on an elevated platform kept the vibe moving for the day, but of course, some brands would rather rock their own tunes. Aside from the electro thump from Volcom, Skullcandy had their own set-up, no headphones needed.
Some booths provided an interactive experience for visitors to get involved in, including tightrope-walking on a Gibbon slackline, rolling around on a pipeboard, or painting a block for a collaborative art piece. Personally, I was still sore from my surfing lesson at Surf Diva, so I declined any physical activities and just tuned into my inner artist and painted a block at Krochet Kids. I must have had M.I.S.S. on my mind, because that’s what I painted!
When I wasn’t at an appointment or browsing around the booths, I spent my spare time in the Media and Blogger’s Lounge. Aaron gave me the lowdown about the space as I uploaded photos and video and tweeted nonstop. This was my only break time, and I spent it working of course. But it’s all good when you love the work you do!
Many thanks to Lora and Darren for bringing M.I.S.S. to ASR. This was our first time there and we hope to cover this again and again, because we know that you ladies live a variety of lifestyles and rock numerous trends, because I know I sure do!
Keep posted because in the next week, we’ll be unleashing the latest Spring looks and trends for Spring 2011 from your favorite skate, surf, and streetwear brands. ASR was more like 4 trade shows in one, so you know we’ve got more to cover! For quick reads, follow us on Twitter and check the M.I.S.S. Twitter Timeline to see what was up as it happened.
Image edits by Feesh
- ASR: An Overview of Class@ASR
- M.I.S.S. TV: M.I.S.S. at ASR
- SSUR’s Project Show Booth Art Installation
- ASR: Vans Girls Apparel Spring 2011
- ASR: Roxy Spring 2011