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Last February, Sid Lee participated in the coordination of this year’s NBA All-Star Weekend After Party, which for the first time ever, was held in Canada. Mandated for all creative aspects of the event, the agency came up with the event’s True North concept – a custom-built, VIP experience in the heart of downtown Toronto – inspired by the combination of a northern wild environment and urban hip details. From one of a kind invitation boxes to intricate neon art installations; from a 360-degree immersive environment to detailed one-of-a-kind decorative pieces.

The event welcomed more than 3000 of the basketball industry’s finest for a night to remember. With a special appearance by Drake and musical performances by Gwen Stefani, Usher, Flo Rida and Snoop Dogg, once again We The North proved that we know how to play.