Converse opened a hotel-inspired pop-up in a five-floor building in London, in the heart of Shoreditch, on Feb. 16-17. The project, hosted at 155 New North Rd, Hoxton, celebrated in particular the brand's One Star trainers. The two-day “Converse One Star Hotel” featured exclusive One Star products from the spring 2018 collection, including the launch of versions of the sneaker never released before along with re-released versions of Converse's most coveted One Star collaborations. The event also offered a program of music and workshops. Huge cotton candy beds were put in some of the bedrooms of the building to celebrate the launch of the Cotton Candy One Stars. Rappers and other artists joined in the evenings.