Project location: GRAMMY Museum Rooftop Terrace · Los Angeles, CA · Project context: 2022 · Prepared by POPUP from the project archive in October 2026.
Allegro's GRAMMY Museum rooftop gathering brought an LA-style block party above Downtown Los Angeles. Leli Hernandez, hospitality and the skyline gave the wine brand's cultural partnership a specific setting.
How can a brand partnership connect with the character of a city?
A cultural partnership works best when the occasion feels rooted in the community it celebrates.
The familiar energy of an LA block party took on a new perspective above Downtown Los Angeles at the GRAMMY Museum.
Give the occasion a sense of place
An LA-style block party took on a new perspective on the GRAMMY Museum rooftop. The city skyline, colorful artwork and hospitality setting made the venue part of the experience, connecting Allegro with a recognizable expression of Los Angeles culture.
Put the partnership on stage
POPUP brought Leli Hernandez into the experience and connected the partnership to live entertainment. Her performance gave the gathering a shared focal point, with the rooftop becoming a place to celebrate music and community.
Carry the brand through the details
From the bar to the illustrated photo backdrop, Allegro was woven into the evening. Product presentation, staffing and guest moments formed one coordinated experience, supported by POPUP’s venue sourcing, event design, production and on-site management.
The planning lesson
Let the venue contribute to the idea instead of simply accommodating it. Connect the partnership, live program and hospitality with the place guests are experiencing. A strong occasion gives the product a natural role in the gathering.
Who delivered the experience
POPUP created the partnership, found the venue, designed and produced the event, and managed the full experience. The rooftop of the GRAMMY Museum in Downtown Los Angeles became the setting for music, hospitality and community.
What the experience made possible
The rooftop block party connected Allegro Cellars with Leli Hernandez and a cultural gathering at the GRAMMY Museum.
Project questions
Where did the experience take place?
Leli Hernandez × Allegro Cellars: GRAMMY Museum Rooftop Terrace · Los Angeles, CA.
What was the delivery scope?
Partnership development; Venue sourcing; Experience design; Event production; Event management.
Further reading
For the wider event and campaign context:
