Dossier x MGK: Lost Americana Afterparty
Client: Dossier x Machine Gun Kelly (MGK)
Location: New York City
Role: Creative Director & Lead Experiential Producer for Pop Up Agency
To celebrate the launch of Lost Americana, Dossier’s fragrance collaboration with Machine Gun Kelly, I produced an invite-only afterparty designed as a living extension of the campaign’s world. Timed alongside MGK’s Brooklyn concert, the event translated the brand’s nostalgic yet modern Americana into an immersive, late-night New York experience.
The evening was intentionally understated yet cinematic prioritizing atmosphere, flow, and intimacy over overt brand activations. Guests encountered the product organically as they moved through the space, allowing the night to unfold naturally as both a cultural moment and a brand experience.
Custom installations anchored the environment, including a Dossier x MGK–wrapped vending machine, branded phone booth, and a vintage TV wall looping campaign visuals. Subtle brand details from neon signage and mirror decals to custom matches, cocktail napkins, and branded ice cubes reinforced the Lost Americana identity without disrupting the social energy of the room.
DJ programming, lighting transitions, and hospitality were carefully paced around MGK’s arrival to maintain a magnetic, elevated atmosphere throughout the night, balancing exclusivity with effortless cool.
Impact:
Exclusive, invite-only afterparty for 180 guests
VIP, influencer and entertainment industry attendance
Multi-level venue with defined VIP areas and guest circulation
Strong organic content capture and cultural visibility tied to the Lost Americana launch
Services provided:
Creative direction and experiential design
Venue scouting and selection
Full-scale event production and execution
Spatial planning, environment design, and guest flow
Custom installations and branded moments
Vendor sourcing, negotiations, and management
Staffing, security, and VIP coordination
Lighting, sound, music, and atmosphere programming
Run-of-show development and on-site leadership
Credits Photos: Dossier
