Erykah Badu x HatsOnly
The Curtain London— Brand Partnership, Brand Strategy, Event Production, Project Management, Growth Marketing, Community Engagement
The Curtain London, Community Relation, Opening event Launch
Team: RedRoosterHarlem, The Zoo XYZ , Deborah Ababio, Irene Agbontaen , Belle Wade , 3000ceanhill , Ki Pharaoh , Rivah45 , Curro Coronel , Rashad Ringo Smith
Role: Partner, Event Director, Talent booker
The Ask
In partnership with The Gansevoort Hotel Group, produce an iconic launch event that puts The Curtain at the forefront of the London scene, creating a memorable experience.
Strategic Approach
Founded in 2017, The Curtain is an exclusive five-star hotel/members club in Shoreditch, London's cultural and creative center. The club boasts a unique aesthetic workspace that ranges from private offices to hot desks, meeting rooms, event space, bar, cafe, restaurant, rooftop pool, long and a 24-hour fitness center. Through a combination of qualitative and quantitative research, I saw an opportunity to impact The Curtain's launch by putting the members first. Guided by the actionable insights, it helped me to understand the member's needs and learn that creative millennials will travel far and pay a premium to experience a unique event. Informed by my insights, I came up with a concept that was exclusive, fun, and engaged the members in a way that resonated and brought value.
Creative Solution
I approached this event with the idea of disrupting the London scene with an incredible thematic experience that would put The Curtain at the forefront. So I partnered with Grammy-award-winning artist Erykah Badu, hosting a 'Secret' Hat-themed after party to celebrate her 25th-anniversary tour of 'Baduizm,' with her attendance only revealed as she walked through the sea of unexpecting fans.
Results
Utilizing my creativity, I curated and produced HatsOnly, an immersive hat-themed experience for hat enthusiasts and creatives alike. I transported guests into the 'Hat Loving' world of Erykah Badu. Transforming the event space's look and feel, and allowing for self-discovery through immersive hat-themed experiences, including a pop-up live hat-making bar, a 12ft branded hat wall installation, hat-themed cocktails, and an intimate live performance by Ms. Badu. Who performed for a star-studded audience, including Chance The Rapper, Dua Lipa, G-Eazy, award-winning British actor Lucien Laviscount and others. The success of this event amassed great exposure for The Curtain and was featured in top UK publications, like British Vogue, GQ, and ID magazine. Additionally was awarded UK's most unique party of 2017, helping to solidify The Curtain as a leader, strengthening community engagement, and building on brand equity.
