#091 ✰ behind-the-scene of our nyc soirée

is throwing a party 3,800mi from home (vs 5,800mi) easier? let's find out

Nov 21, 2024

Hey! As I start writing these words, we’ve just landed in Paris two hours ago, after yet another short trip in the US. This time, to New York City. What a journey. We aren’t exactly planning on living like this, crossing the Atlantic every other month. We need these experiments to keep learning, and it looks like we’re now pretty clear sighted about what should come next.

Want another roller-coaster-story, the never-do-this-unless-you’re-stupid-or-completely-obsessed type? 🍿 Oh, yeah, cause NYC wasn’t exactly a smooth deal.

Let me dive into this Objet soirée, that happened last Thursday.

tldr ; despite many storms we gathered a beautiful crowd in a hidden gem in Brooklyn, learnt a ton. It gave us wings, and lucidity.

school holidays and the startup life (D-16)

Every six weeks in France, and for two weeks, you just add an extra layer to your life: day parenting. Late October, we did our best to help them disconnect with the city life a bit, read, draw, walk in the mud and pet horses. They loved it and I loved it too.

see ya daddy, don’t forget the cheerios on your way back (D-14)

In the midst of what is clearly a stressful period - how much longer will we be able to keep the Objet boat afloat? - we must stay alert, lucid, and ready to seize every opportunity. When Kev is offered a chance to fly to Chicago for a ten-day hackathon, the three of us agree this could be our chance. Here he goes, traveling on a budget : no luggage, no hotel, just him, his faith and his laptop.

Our soirées are financially sustainable but Objet isn’t making money in between (yet). On a personal level, we’ve pushed our financial limits to the edge - many times already and we can’t go any further ; so it is time to get outside support.

labels are canvas for artists (D-11)

A conclusion from our first two events in San Francisco : we can do so much more with our labels! This time around, we’re experimenting a much bigger, opinionated size: post-it like. And more importantly, we are kicking off this idea of collaborating with local artists. Please meet Marine Futin.

Music, singing, ceramics, pastels, she does it all. She’s built a whole world where these arts interconnect with one another. For instance, she’s molded her songs lyrics onto ceramic cups or embroidered them herself onto sweaters. She’s also a sweet mama, with a groovy voice and a friendly personality. We’re so glad we used a woven label as a canvas for her work. Now 30 people in NYC proudly wear Marine’s creations on their clothes and this is insane.

putting everything in motion (D-6)

Back to the messy mess.

There is the family logistics. On a Friday, I ask my family whether they could help with the kids starting the following Wednesday. They say yes. My parents the end of the week, my sister and her boyfriend taking over for the weekend. We feel lucky and grateful to leave our kids in good hands.

There’s the travel logistics. Max is a rockstar at navigating flight tickets, miles and all. In another life he might have been an air broker. He takes care of the whole process and this is immensely appreciated.

money money money (D-4)

There’s the money logistics. Looks like we did not win the Chicago hackathon. We were hoping to close a deal with an early stage investor but they’re pushing back on what seems like fair reasons. We have no doubt we can do this, and seldom take no for an answer anyway. Tickets being purchased by total strangers for our coming soirée in NYC is a sign we should keep doing this. These days are tough, let’s admit. And the 7H time difference between us three is a big deal.

should I stay or should I go (D-2)

The universe sometimes throws you banana peels. Or some people just aren’t reliable, is all. Anyways, two days before the soirée, we’re being let down and have to find a new venue. Or else call it a fail. Finding a welcoming spot free or charge in 48h in a city you barely know : sure, let’s do this (can we…?). Also, Marine, the artist whom you’ve already met, can’t perform her mini concert anymore, last minute parenting duty - we get that.

Meanwhile:

we keep selling tickets…
Kev meets Kristine, founder of The NY Sewing Center ; who then introduces us to
Julian, a super-good-vibe tailor who’s down to step in for the night!
my flight tickets are non refundable anyway :D

Go.

plan B (D-1)

I love Kev for his relentlessness, and in a moment like this, he’s just shining. Few tweets and a visit later, after putting up a sofa pallet with our venue guy Soran, he’s back with an option that isn’t simply cool, it is f***** great. telos.haus used to be Andy Warhol’s screenprinter studio, and has a rooftop overlooking Williamsburg. Boom.

Meanwhile, Max is coding our leaderboard with a latte in Fort Greene, I am flying across the Atlantic. We’re meeting you guys in 24h. This is crazy.

sold out... what? (D-day)

Kev found us a good spot to crash on Clinton Hill, two bedrooms in a big shared flat with two lovely ladies and a rescue dog - shoutout to Fractal in general, many cool things keep happening to us in NY thanks to this lovely crew. We are nice folks, we take out the ~~crazy~~ furry one on a walk - despite him barking and showing his teeth at the boys when we come back at night (?!).

keeping his full identity hidden (in case)

You can’t tell cause we’re smiling, but it is Thursday morning and we haven’t received the labels yet. I know I know. I guess it’s our thing. Plan B really sucks so I won’t even talk about it. We head to Target and Whole Foods, buy a drink dispenser and a couple dips for tonight, as if everything was going according to plans.

Then 3.30pm, Kev hops on Discord:

And at noon, dang. ✨ We’re sold out. ✨ We know 4 attendees at best, the rest of you guys are total strangers. How exciting!

we are doing this

This time around, we arrive at the venue at 4.30pm. we even have time for a toast right before Julian the tailor comes in with his smile and his sewing machine.

Will people show up as we changed the venue from Manhattan to Brooklyn? Is it a thing to flake over here? Did we pick up the right time slot?

8.02pm. “Hey hey… is that… here?” - OK let’s do this!

i t i s h a p p e n i n g

A few stitches and cold sweat later (a buggy app? nah), we are SO READY to welcome everyone! The tap-them-all game is a killer to get conversations started, even for the most introverts. Or so we’re told.

11.23pm. and 3,217 notifications later, we’re kicking the last of us out. Setting everything back in order, catching up with Soran - how cool is this dude seriously! - and we’re out, looking for something to eat in the neighbourhood, trying to articulate our thoughts while still emotionally high.

new york with no plans (D+1)

No alarm clock. No plans. Just the three of us wandering throughout the city - a mere 23k feet that day- for we know it usually sparks clearheadedness. Especially with that view. And that sun. We did it guys. Again.

And by now I am sure you’re looking for this : our usual retro.

WE LIKED 🤩 sold out in nyc, babe | our much bigger, opinionated label, an artwork by local artist Marine 🫶 | most of you guys had the label sewn | people came on time, emptied the cocktail jar, and stayed the whole time | yet another super interesting, diverse crowd | our tailor Julian's vibe and efficiency | that our tap-them-all game generated 3 796 notifications throughout the evening... and probably as many great discussions | kev's resourcefulness while solo in nyc the days before | Soran for accommodating us last minute (and what a venue!) | having time to set up everything | labels delivered that day | a large, full body mirror in the room | the cocktail recipe 

WE WISHED 😵‍💫 we didn't have so many last minute fires to deal with | our onboarding was even more seamless - and less buggy! | we lived in nyc already | Marine would be able to join and sing | we had pareos for people to get changed if need be

We are back to France with so many new insights and ideas for what to build next. New York was inspiring. Vibrant. Welcoming. We can’t wait to be back.

Meanwhile, we will make sure we can sustain this. If you think you can help, let us know.