ABOUT

THE CHALLENGE
Create an elevated and memorable birthday experience for longtime brand partner, Usher, on
behalf of Rémy Martin – to not only honor this milestone birthday, but also continue the
celebration of his Las Vegas Residency with ‘King of R&B’s closest friends and family.
THE SOLUTION
Curated a two-day, multifaceted surprise birthday celebration that included an unforgettable
birthday party for Usher and his extended friends, as well as an intimate private birthday
gifting moment – all with thoughtfully executed branded elements.
• Surprise Birthday Party Experience: Produced Usher’s 44th surprise birthday experience,
which was hosted at the NoMad Library at Park MGM Grand Las Vegas. The evening
featured a branded Rémy Martin bar, serving classic and new Rémy Martin cocktails and
doubling as a photo moment for guests. The night was attended by a star-studded guest
list, including actor Kendrick Sampson, model Victoria Triay, businessman Joe Fournier,
musician Chris Brown, and Usher’s close friend, Jermaine Dupri.
• Rémy Martin Cocktails: The lavish surprise party featured a dedicated, branded Rémy
Martin bar serving Usher-themed takes on classic Rémy Martin cocktails like The Rémy
Sidecar, the UR Way, and the OMG Old Fashioned.
• VIP Birthday Drop Elements: On Usher’s official birthday (October 14th), presented Usher
with a one-of-a-kind surprise gift reveal. The gift, ideated and executed by StudioHS,
included a custom monogrammed travel trunk and extravagant bedazzled roller skates, a
favorite activity of the iconic musician, as seen during his live performances. In addition to
this unique gift, StudioHS coordinated a special birthday reveal featuring Usher’s favorite
cake and a decked-out room full of elevated birthday décor – all with his family and
friends present to toast to the moment with Rémy Martin cocktails.