ALLSAINTS partnered with the legendary Williamsburg summer concert series - Jelly Pool Parties - in support of the festival’s fifth year anniversary in 2010. A newcomer to New York City at the time with its recently opened SoHo flagship, ALLSAINTS hosted a VIP pub area and additional initiatives throughout the eight-week-long free concerts.

Walker Drawas created a unique event activation from concept to execution. The company converted the VIP section into the ALLSAINTS pop up pub that was located behind the stage. The pub was open exclusively to invited guests as a backstage experience. The venue featured vintage fixtures, old world bar, steel beams and exposed brick walls similar to the ALLSAINTS aesthetic. Guests enjoyed unrivaled views of Manhattan’s skyline, complimentary cocktails, pints, snacks and water. 

Additionally, ALLSAINTS partnered with supermodel Agyness Deyn and Fiona Byrne’s newly launched website Agyness, Fiona and friends created a video blogging series directly from the ALLSAINTS Pub. Video content included interviews with notable guests and performing artists, style commentary and general happenings at each event.