ByAlexander NYFW Party

ByAlexander NYFW Party

Client

ByAlexander

Services

  • Experiential
  • Entertainment

Year

2024

Industries

  • Lifestyle
  • Fashion
  • Luxury

The ContextByAlexander enlists MATTE for programming

In-the-know creative Alex Grant called on MATTE to curate and produce events for his new Greene Street retail space and cultural hub, called ByAlexander. The collaboration launched with a private preview of the new space for friends and family during New York Fashion Week.

The Challenge Bringing Alex Grant’s vision to life

While the space will see weekly programming from an eclectic mix of rap, indie, jazz artists and NYC cultural ambassadors, the goal for the opening party was to book a memorable lineup of artists that translate Grant’s vision for the space as cutting edge home for the arts.

The ApproachA high-energy NYFW event

MATTE worked with Alex to identify a list of the most in-the-moment talent for an guestlist-only affair at the peak of New York’s cultural calendar. Cash Cobain, who is leading the local drill scene and fresh off a tour with Ice Spice, was the obvious choice, having just released his debut album to wide acclaim and fanfare.

The OutcomeAn opening to remember

ByAlexander’s party during New York Fashion Week featured an exclusive live performance from Cash Cobain and DJ Sets from HiTech and downtown DJ Nick Hadad rounded out the evening. The A-list guestlist included ASAP Ferg, the actor and singer Quincy Brown, television personality Natasha Parker as well as the Clermont Twins.

  • MATTE Partner

    Matt Rowean

  • Director, Brand & Special Projects

    Carter Adams

  • Music Director

    Eugene Young

  • Head of Production

    Thad Samoza

  • Experiential Junior Producer

    Sarah Younger

More Like This

The Prisoner Ball

The Prisoner Ball

VANS (AVE 2.0 LAUNCH) - Event

VANS (AVE 2.0 LAUNCH) - Event

Donald Duck's 90th Birthday Party

Donald Duck's 90th Birthday Party

Willy Chavarria SS25 América

Willy Chavarria SS25 América