{"id":900125,"date":"2026-10-05T14:46:05","date_gmt":"2026-10-05T14:46:05","guid":{"rendered":"https:\/\/popupagency.com\/?p=900125"},"modified":"2026-10-05T14:46:05","modified_gmt":"2026-10-05T14:46:05","slug":"dossier-x-mgk-bringing-fragrance-into-nightlife","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/dossier-x-mgk-bringing-fragrance-into-nightlife\/","title":{"rendered":"Dossier x MGK: bringing fragrance into nightlife"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: The Mulberry \u00b7 New York, NY \u00b7 Project context: 2025 \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">At The Mulberry, Lost Americana lived in the details of the evening. A branded payphone, fragrance vending machine, bottles and matchboxes connected Dossier&#x27;s MGK collaboration with the venue&#x27;s close social atmosphere.<\/p>\n<h2>How can a fragrance launch fit an existing nightlife venue?<\/h2>\n<p>The opportunity was to make the fragrance feel at home in the artist\u2019s social world. An intimate nightlife venue offered multiple points of encounter: arrivals, conversation, music and the small objects people notice during an evening.<\/p>\n<p>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.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-dossier-lost-americana-afterparty.webp\" alt=\"MGK at the Dossier Lost Americana afterparty at The Mulberry in New York.\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>MGK at the Dossier Lost Americana afterparty at The Mulberry in New York.<\/figcaption><\/figure>\n<h2>Let the venue set the tone<\/h2>\n<p>The Mulberry\u2019s patterned walls, low lighting and close social spaces provided the backdrop. The event brought Dossier\u2019s collaboration into that existing atmosphere, with production and venue coordination supporting a night shared by MGK and his guests.<\/p>\n<h2>Give the collaboration a playful encounter<\/h2>\n<p>A Dossier \u00d7 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.<\/p>\n<h2>Keep the fragrance within reach<\/h2>\n<p>Lost Americana bottles and branded matchboxes appeared among the tabletop details. The product remained visible within the social setting, connecting the collaboration\u2019s visual identity with the scent at the center of the celebration.<\/p>\n<h2>Carry the identity into the music<\/h2>\n<p>The DJ setting brought the evening\u2019s 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.<\/p>\n<h2>The planning lesson<\/h2>\n<p>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.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>POPUP\u2019s 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.<\/p>\n<p>Delivered for Dossier\u2019s Lost Americana collaboration with MGK. Dossier and its partners led talent agreements, the guest list, broader marketing and content creation.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>The New York gathering gave Dossier and MGK\u2019s Lost Americana partnership a live expression through atmosphere, hospitality and community.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>Dossier \u00d7 MGK: The Mulberry \u00b7 New York, NY.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Experience design; Event design &amp; production; Venue coordination; On-site management.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/09\/30\/dossier-nyc\/\">Dossier project story<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>At The Mulberry, Lost Americana lived in the details of the evening.<\/p>\n","protected":false},"author":4,"featured_media":15495,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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