Conceived Temaki Club and led its development from initial venue outreach through creative direction and execution. The private New York Fashion Week celebration marked the launch of the Billionaire Boys Club × Star Trak collaboration and the 20th anniversary of Pharrell Williams’ In My Mind.

The concept translated the brands’ shared cultural history into an intimate hospitality experience, bringing together the people, music, and relationships behind the collaboration.

Concept & Brand Strategy | Partnered with venue Nami Nori for its connection to the broader Pharrell community, grounding the partnership in an existing relationship and a setting with personal relevance.

Developed the Temaki Club name and creative direction around a cohesive hospitality concept. Kelly-green accents, custom staff uniforms, sculptural florals, and branded service details carried the collaboration throughout the space while preserving Nami Nori’s character.

Guest Experience & Organic Sharing | The strategy embedded brand storytelling into the experience of being hosted. Details across menus, chopsticks, uniforms, and the environment were designed to create distinctive moments guests would naturally photograph and share.

Music by Stretch Armstrong connected the evening to the collaboration’s musical roots. Guest curation with Rob Walker, Star Trak, and The Lede Company prioritized personal relationships and cultural relevance, bringing together attendees including Pusha T, Swizz Beatz, Futura, Steven Victor, Vashtie, and Katteyes.

Collection gifting and VIP dressing connected the product to the gathering, extending opportunities for discovery, organic visibility, and continued wear beyond the evening.

Launch & Content Strategy | Planned photography and press coordination extended the private experience into a public launch story. Post-event social and email communications connected the celebration to the collection’s availability online and in U.S. flagship stores, giving the wider audience a direct path from discovery to shopping.

Leadership & Execution | Owned concept development, naming, creative direction, venue partnership, talent booking, production oversight, budget management, gifting strategy, and on-site execution.

Directed internal teams and external partners across creative approvals, hospitality planning, guest coordination, technical production, and content delivery, maintaining a consistent vision from the initial proposal through launch.

Impact | 13.94M+ reported impressions • $27.8K+ reported media value

Source: The Lede Company’s tracked attendee social coverage.