Project location: The Mulberry · New York, NY · Project context: 2025 · Prepared by POPUP from the project archive in October 2026.
At The Mulberry, Lost Americana lived in the details of the evening. A branded payphone, fragrance vending machine, bottles and matchboxes connected Dossier's MGK collaboration with the venue's close social atmosphere.
How can a fragrance launch fit an existing nightlife venue?
The opportunity was to make the fragrance feel at home in the artist’s social world. An intimate nightlife venue offered multiple points of encounter: arrivals, conversation, music and the small objects people notice during an evening.
Weave Lost Americana into the room. A branded payphone and fragrance vending machine gave the collaboration a playful physical presence, while bottles and graphic details carried the identity across the tables and music setting.
Let the venue set the tone
The Mulberry’s patterned walls, low lighting and close social spaces provided the backdrop. The event brought Dossier’s collaboration into that existing atmosphere, with production and venue coordination supporting a night shared by MGK and his guests.
Give the collaboration a playful encounter
A Dossier × MGK payphone became a distinctive point of interaction within the room. Together with the branded fragrance vending machine, it carried the collaboration beyond a logo on a wall and into objects guests could approach and photograph.
Keep the fragrance within reach
Lost Americana bottles and branded matchboxes appeared among the tabletop details. The product remained visible within the social setting, connecting the collaboration’s visual identity with the scent at the center of the celebration.
Carry the identity into the music
The DJ setting brought the evening’s music and fragrance presentation together, with bottles arranged beside the equipment. These repeated, considered touchpoints let the brand live across the night without requiring a separate product presentation.
The planning lesson
Work with the character the venue already has. Place branded encounters where guests naturally pause and keep the product within the social setting. Define talent, guest-list and production ownership clearly so each partner supports the same evening.
Who delivered the experience
POPUP’s remit connected event design and production with venue coordination and on-site management. That included the planning and operational detail needed to bring a branded artist celebration into an established nightlife venue.
Delivered for Dossier’s Lost Americana collaboration with MGK. Dossier and its partners led talent agreements, the guest list, broader marketing and content creation.
What the experience made possible
The New York gathering gave Dossier and MGK’s Lost Americana partnership a live expression through atmosphere, hospitality and community.
Project questions
Where did the experience take place?
Dossier × MGK: The Mulberry · New York, NY.
What was the delivery scope?
Experience design; Event design & production; Venue coordination; On-site management.
