Inside the First LoveJuice Secret Session
LoveJuice x Bucks Barbers - This is Not a Club Night.
The challenge:
LoveJuice is part music platform, part cultural movement; known for throwing some of the most talked-about events in the nightlife calendar. But this time, they weren’t chasing scale. They were looking for something different: a stripped-back, real-world moment to connect with their community and spotlight the next generation of DJs.
We knew this wasn’t just about creating a smaller event – it was about shifting the rules entirely. No velvet ropes. No industry politics. Just great music, good people, and a place to feel part of something.
Our insight:
Pop-ups are everywhere. Most of them are forgettable. So, how do you cut through?
We know that to truly connect with Gen Z, a generation that seeks real, rare, and unexpected experiences, we needed to do the opposite of what’s expected.
We explored a bunch of options; matcha cafés, late-night bagel joints, but it was Bucks Barbers in Hackney Wick that had the right kind of grit and swagger. A sharp, culture-led barbershop with deep roots in the area and a loyal crew to match.
We identified it as the perfect space to create something raw, real, and word-of-mouth worthy.
This wasn’t about throwing another party. It was about building a scene from the ground up. We called it Secret Sessions. A one-night-only event with only 110 names on the list. A platform for emerging DJs. A crowd that came to connect, not just post. And a partner willing to be brave and try something different.
The execution:
We took over Bucks Barbers for one night. Swapped clippers for decks. Faded trims by day, house sets by night.
LoveJuice brought the heat with a handpicked lineup, including some of their better-known residents and one wildcard: a competition winner, Rob Hudson, who earned his spot behind the decks and made the most of it, walking in unknown, walking out with a following.
We designed every detail to feel authentic and unpolished: Free haircuts during sets. A spin-to-win wheel with LoveJuice merch and cult bucket hats. Neon signage that didn’t scream “content moment” but still pulled phones out of pockets.
The vibe was intimate, unexpected, and refreshingly unpolished.
Everything was teased in the run-up with low-key social drops, no hard sell, not trying too hard. A handful of DJ names. A few visuals. Just enough to get people asking around. Where is it? Who’s playing? How do I get in?
That mystery created momentum.
The results:
Only 110 people made it through the door, but the cultural reach went far wider. The intimate vibe gave people a reason to talk. No hype machine needed, just real fans sharing real moments with their networks. And those networks? Highly influential.
Organic buzz: Content filmed and shared by the crowd, not creators.
Emerging talent: Rob Hudson’s set caught fire, with his clips doing the rounds online and new opportunities off the back of it.
Brand credibility: LoveJuice didn’t just talk about supporting new talent, they actually did it.
Scalable idea: One night, low budget, high impact. A blueprint for more Secret Sessions to come.
Extended experience: A follow-up Spotify playlist created with LoveJuice, bringing the event to headphones everywhere.
Why does it matter?
The nightlife space is changing. Gen Z audiences don’t want big and shiny. They want real and rare. They want moments they can feel part of, not just another face in the crowd. We recognise this shift and we’re helping LoveJuice lead it.
This campaign-activation was about creating a moment that felt real; it was about showing up in unexpected places and building community. That’s what we do at Valentine. We don’t just show up after dark. We help shape what happens in it.