To celebrate GQ’s highly anticipated Men of the Year issue, NVE helped launch their first-ever Men of the Year Residency through the creation of a multi-day event featuring a custom pop-up shop, engaging panel discussions, performances, and a reception for the most relevant trailblazers in culture. NVE partnered with NeueHouse Hollywood to create a space reflective of GQ’s smart and modern personality. By day, the “Best Stuff” shop attracted consumers with a contemporary and accessible build displaying the latest GQ-recommended essentials — including a custom denim station by American Eagle and a Nespresso bar to caffeinate consumers.
In the evening, a custom-fabricated stage backdrop highlighted panelists, which included Jonah Hill, Ryan Murphy, Jim Nelson, Ezra Koenig, Will Welch, and a special performance by Vampire Weekend. Post-panel, we invited guests for a special rooftop reception, which featured a branded digital moment, a custom VS by Ciroc bar, and a Blu E-Cigarette station. The experience successfully surpassed GQ’s goal to join talent, tastemakers, and GQ’s consumer audience with its debut live experience.