NIKAIDO Shochu had built its presence on the West Coast, and NYFW marked the brand’s first step into the East Coast market. Mt. MELVIL led the search for the right entry partner into New York Fashion Week, a space notoriously difficult to break into from the outside. Identifying Runway 7 as that partner was itself a significant win.
From there, Mt. MELVIL carried the project through creative direction, design, and full on-site execution. We built a tasting and bathroom activation around Runway 7’s casting day, while simultaneously developing and running a main bar takeover at Sony Hall, two distinct event formats delivered in parallel.
Coordinated across Guam, Japan, LA, and New York, this project came together across time zones and distance. From venue discovery through spatial design, regulatory navigation for alcohol sales, and day-of execution, the project was carried end-to-end in-house, without outsourcing the core production.
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