Award-winning drinks brand Alizé has officially announced its relaunch. Under the guidance of Global Brand Director Jason Yates, noted for his work at Missguided and with his transformational impact on Protein World. The brand has reinforced its decades-long commitment to celebrating youth culture by introducing Alizé Dance, a new focus for the brand; centred specifically around engaging millennials and key figures within the underground London creative scenes.

Alizé has had a marked history, launching in 1984 and gaining popularity amongst US rappers, following endorsements from the likes of Tupac and Biggie in the 90s, alongside 50 Cent in the 00s. In 2010, the brand started to gain increasing popularity amongst UK artists, with the likes of Paigey Cakey featuring Alizé one of her videos.

Their upcoming 2018 event to mark their official re-launch, Alizé Dance 2, is geared towards being the manifestation of a slightly new direction for the brand. One that will play a part in further embedding the brand within the London underground demographic. Alizé aims to draw inspiration and bring their own London-take to New York’s culture shaping Studio 54, which will be in collaboration with photographer Hypemari; who will be handling creative direction for the event.

Guests will be immersed in the multi-sensory experience, through an art installation created by international British-Nigerian model Chuck Achike who will be making his international debut as a visual artist.

The event will take place at Hoxton Basement on Friday 23 November 2018 and will be hosted by Risky Javan, with a DJ line up curated by Lord of the Tings‘ Founder and Event Director Isaac Carter Allen.

Alizé has hired WOC-led West London-based PR agency, Public Ambition, to handle all press relations for the event.

To RSVP / for guest list enquiries, email dance@alizeoriginal.com.

~ @ajiayorinde