Y2K GIFTING SUITE

Kaia Gerber featured in a launch video which took inspiration from Y2K retro video game iconography to place each of the new colours in a familiar virtual world. We wanted to bring this film to life so for one day only, we opened a Beats gaming suite – a physical nod to the interactive gaming world of the film and the perfect way to interactively gift guests.

Held in the arches at Aures London, the Y2K arcade theme event welcomed media, influencers and talent to drop in, get their game on and be gifted a pair of the new Beats Studio Buds colourways.

We branded iconic game machines including a dance mat, Pac Man and a grabber machine – offering guests an interactive way to be gifted the product. The launch film was brought to life on 360 screens that surrounded the space, really immersing guests in the virtual world.

Drinks that reflected the colours of the headphones were served and food trucks offered up Y2K treats such as tater tots, hot dogs and nachos. Guests also had the chance to pick and mix some retro sweets, ring pops and refreshers. The soundtrack was provided by Izzy Bossy LDN who played a mix of throwback, R&B and Afro beats, ensuring the atmosphere was strong throughout the day.

A total of 130 guests included key press from ELLE, GQ, Evening Standard, Wonderland and PAUSE. Notable influencers included Felicity Hayward, Jessy Law, Yasmin Diaz and Nikkita Chadha attended. Kalia Lai, Andre Dixon and Romance FC produced standout content, showcasing the event and brand experience as a whole.