When Nolita wanted to shake things up and explore something fun, fresh, and a little offbeat, I knew we had to do more than just a regular themed night. Inspired by the rising trend of non-alcoholic techno raves popping up in coffee shops and creative spaces, we decided to flip the script.
Picture this: diner vibes, nostalgic 90s undertones, slices being served on repeat, and house music that. And just like that, the city’s very first Pizza Rave was born. It had people dancing in their booths. It wasn’t just a rave. And it wasn’t just pizza. It was something unexpectedly in-between, and that’s exactly why it worked.
While rave culture isn’t new to the F&B scene, a Pizza Rave felt completely out of the syllabus. And in all the right ways.
I conceptualised and led the strategy from start to finish, right from theme and audience mapping to social directions and event flow. This wasn’t about immediate conversions. It was about creating a moment that lived beyond the night. A moment that people would remember, share, and associate with the brand.
What we gained:
- Strong organic reach through stories, reels, and UGC
- People discovering Nolita as a space to not just eat but vibe, host, and come back to.
- Conversations online and offline about “that cool pizza rave”
- And most importantly, brand recall that sticks
Would I recommend brands step out of their comfort zones to do something a little different? A hundred per cent. But only if it aligns with your tone, your audience, and your larger story. Because when done right, these moments build emotional connection, not just engagement.
Having said that, none of this would’ve worked if the internal team weren’t aligned. The support, enthusiasm, and trust they brought to the table made every idea easier to execute and way more fun.
