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Meet Justin Fredericks of Sneakertopia in Playa District

Today we’d like to introduce you to Justin Fredericks.

Justin, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am deeply entrepreneurial and curious, which has led to an interesting array of career paths and turns. Currently, I run ArtxCo, a visual arts agency – and our latest project is Sneakertopia, an immersive pop-up museum dedicated to sneaker culture, that just opened at HHLA (formerly The Promenade at Howard Hughes Center, just off the 405 freeway).

Prior to entering the art world, I worked on the business development side of the tech industry that included co-founding Marriage.com (sold in 2014), a web platform and resource for couples. Generally, I thrive on bringing a concept from the idea stage all the way through implementation – a journey that literally gives me an adrenaline rush. In the art world, this is doubly satisfied, as our projects are often platforms for artists to bring their visions to life as well.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Turning obstacles into opportunities, in my opinion, is one of the most fulfilling acts someone can achieve. An early challenge for me was the most important lesson I learned while in law school – that I did not want to be a lawyer. Still, I decided to stick with the program to receive my J.D. In order to do so with a healthy mindset, I approached the study of law (which touches almost every area of society) as a vehicle to quench many of my interests and curiosities. This included studying Nonprofit Law because I was interested in the nonprofit area; Law and Education because I was interested in the education system; Internet Law because I wanted to learn about cutting edge technologies. In effect, I received value out of the education by studying various disciplines I was interested in, all through the lens of the law.

So let’s switch gears a bit and go into the Sneakertopia story. Tell us more about the business.
I co-founded ArtxCo with a colleague and friend from the tech industry, Mikey Meschures. We produce installations, curated experiences and brand collaborations on behalf of clients in different industries. With a lifelong interest in the arts and with a career background in business development/technology, we approach our field with an entrepreneurial instinct that often leads to outside-the-box, unique showcases. We also place business ethics and transparency first. If an opportunity or project does not align with our business ethics or principles, we will not participate, regardless of the potential financial gain.

Currently, we are proud to be the producing and curating partner of Sneakertopia, a 15,000sf pop-up museum in the newly renovated retail and entertainment space HHLA (formerly the Promenade at Howard Hughes Center), dedicated to sneaker culture. We curated experience with 20+ artists that bring guests along the journey of sneaker culture through all the fields that it influences and is influenced by – sports, music, film, art, design, and fashion. We do this through large-scale murals and installations, alongside a very rare and expensive sneaker collection. Within the exhibit, we also debuted our augmented art mobile app, ART HOUSE, that brings artwork to life and tells the story behind the artist. This is the culmination of a two-year goal to infuse the art world with new technology.

Has luck played a meaningful role in your life and business?
I believe everything happens for a reason. Serendipity (instead of luck) plays a positive role. The key is being open to new opportunities and showing up in places that are likely to present such opportunities.

Pricing:

  • The Sneakertopia exhibit is currently open in LA through the end of the year and costs $38 ($23 for ages 12 and under).

Contact Info:


Image Credit:

Sneakertopia

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