Brief: Moxy Hotel wanted to open their new hotel by bringing the sexy back to a neighborhood now dominated by finance.

Solution: The Moxy Downtown Coming Out Party, where the hippest crowd in New York got a taste of the grit and glam of NY’s ‘70s and ‘80s party scene.

Influencer Strategy: We created a host committee of cool kid royalty featuring Miles Richie, Ian Mellencamp, Zuri Marley, Jae Joseph, and Odalys. We partnered with them and nine other influencers to create unique, high-energy invite content for social, highlighting the cultural resonance of Moxy Downtown.

Consumer Experience: On opening night 300+ guests arrived to a vintage VHS-style video installation by Sophie Barrott on the Moxy Lightbox. Once inside, guests were greeted by a door crew, outfitted in iconic ‘70’s rock ’n’ roll attire, and given custom retro-inspired Moxy lapel pins as credentials and a take-home.

Inside, attendees got glam at our pop-up salon where OUAI hair stylists and talented makeup artists gave guests a retro rock ’n’ roll makeover. They also were free to try on fab looks of exclusive throwback racks by The Vintage Twin.

Inspired by Maripol’s effortlessly stylish one-take photos of famous 80s personalities, we partnered with Fujifilm for an Instax photo moment with a backdrop of stacked speakers, lights and album covers. Party goers could snap a polaroid to take home, or add to the Moxy Yearbook.

A live rock band played while guests lived out their karaoke dreams. Rotating DJs, Alix Brown, Ian Mellencamp, Odalys and Zuri Marley kept the dance floor packed. When guests weren’t singing or dancing, they could kick back and play retro arcade games in the Recreation area.

Press & Social: Event press coverage included in Entertainment Tonight, Page Six, Office Magazine and more.

+16.4M Media Impressions

+142% WoW @MoxyHotels Impressions

+8% Increase WoW #atthemoxy Mentions

27.8K @MoxyHotels Instagram Story Views

404.5K Influencer Impressions

Agency Partner: BMF Media