For its first-ever activation in the United States, Gully Labs partnered with South Asian music collective Spice to introduce the brand to Los Angeles through an experience that felt unmistakably rooted in both cultures. Rather than creating a traditional retail pop-up, the event reimagined the studio as an immersive environment where fashion, music, art, and community came together, giving guests a physical expression of the brand’s identity in a new city.
Every element of the experience was designed to reinforce that story—from custom-built product displays inspired by industrial street culture to live DJ sets, branded cocktails, artist collaborations, projection installations, and interactive moments throughout the space. Produced in close collaboration with teams across multiple countries, the event served as both a brand launch and a cultural gathering, welcoming guests into Gully Labs’ first chapter in the U.S. while celebrating the creative energy shared between Delhi and Los Angeles.
CollaboratorGully Labs • SPICEServicesCreative Direction, Experience Design, Event Production, Brand ActivationImpactFirst U.S. pop-up • First Los Angeles activation • Cross-cultural collaboration with Spice • Multi-country production and creative coordinationYear2026Linkwww.instagram.com
