With Deathproof’s first two activations having been carried out with some personal inspiration and meaning, I (Steen Jones) decided that our next one was going to be fun, lighthearted and for the people. Which people? I was unsure of who. This said, I had literally no idea where to start, all I had was a bad Dad joke.
This year we decided to mark and celebrate the life and Birthday of Christopher Wallace a little differently than we have ever done or seen before. While the work of Notorious B.I.G. is an inspiration and influence of ours here at Deathproof (hence the ”Party and Bullshit” neon and regular rotation through the SONOS speakers) it just didn’t seem right to paint over one homage to celebrate another – so we didn’t.
When our Young Henrys hermanos asked to join forces in celebrating their 5 years of kicking ass with a kickass party - we were all the way down.The Young Henrys neon shone bright and by itself for the night and Nightsweat, Noble Cut and YH brews flowed freely alongside plenty of tasty eats devoured from the kitchen.
You miss 100% of the shots that you don’t take... right?If it wasn’t for Wayne Gretzky and his motivating quote that seems to fuel every crazy idea of mine or an ingrained aspiration to conquer whatever I (Steen Jones) set my mind to, our Deathproof pop-up bar may never have hit the road or opened it’s doors.
Our grand opening, our first activation and our first and everlasting impression of not only months and months of ruthless and relentless work during the build and fit out but also the biggest risk and dream of both my own (Steen) & Anthony’s lives.