All aboard The PartnerShip.
It’s Tuesday Night in Seattle, and an assortment of local media and university representatives assemble on a small boat resting on the calm waters of Lake Washington. They walk across a narrow strip of purple carpet, which is damp from the spitting rain. They settle before a purple-and-white storage unit and are warned to stand back, lest they be crushed by the metal doors protecting the precious apparel inside.
When the doors swing open, the instantly recognizable guitar riff and cymbals from The Jimi Hendrix Experience’s “Purple Haze” scream out of a set of hidden speakers.