Transported Guests Into The Hat-Loving world Of Erykah Badu
The Curtain - HatsOnly Event Case Study
Challenge:
The Gansevoort Hotel Group aimed to position The Curtain, a five-star hotel and members’ club in Shoreditch, London, as a cultural hub for creative millennials. In a competitive market, the challenge was to stand out, capture hearts, and define the future of hospitality.
Event Strategy
Interactive Creativity
Live Hat-Making Bar:
Guests had the opportunity to design custom hats, creating unique, bespoke pieces that they could take home, adding a personal touch to the experience.
Visual Impact
Branded Hat Wall:
A 12-foot hat wall served as a striking centerpiece and a highly Instagrammable photo moment, enhancing brand visibility and engagement.
Exclusive Performances
Erykah Badu Performance:
To mark the 25th anniversary of Baduizm, Grammy-winning artist Erykah Badu gave a surprise intimate performance, joined by stars like Chance the Rapper, Dua Lipa, and G-Eazy.
Immersive Details
Thematic Cocktails and Design Elements:
Hat-inspired cocktails and design elements transformed the venue into an immersive "hat-loving world of Erykah Badu," engaging all the senses.
Results
Extensive Media Buzz:
The event generated widespread coverage in outlets like British Vogue, Hypebeast, and i-D Magazine, greatly amplifying visibility for The Curtain.Industry Recognition:
Recognized as the UK’s “Most Unique Party of 2017,” solidifying the event’s cultural impact.Increased Membership:
The event directly contributed to a significant rise in new member sign-ups, cementing The Curtain’s reputation as a must-visit destination for creative millennials.Follow-Up Success:
Inspired several high-profile events, further establishing The Curtain’s calendar as a central hub for London’s cultural elite.Brand Positioning:
Elevated The Curtain as a cultural innovator and creative leader in London’s luxury market.Audience Engagement:
Strengthened ties with creative millennials, boosting loyalty and member retention.
