WHAT ARE THE SMALLER MOMENTS WHERE YOU FEEL THE PURPOSE OF PAPI JUICE MOST CLEARLY?
Mohammed: I love the crowd.
We can sit and work on our nights so thoroughly, produce it down to the final detail, but we can only really go 50%. The other 50% is when those doors open and the crowd arrives. It’s the looks, the DJs people are excited for, the energy they bring.
For our larger events, we do free tickets, and sometimes on the form we ask: what DJ are you most excited for? I love being surprised by the answers. I love being able to invite an artist from a foreign country and have their local audience get really excited. It creates these only-in-New-York moments, and I feel like that happens a lot at Papi.
I try to find myself in the middle of the dancefloor a lot and really soak it up. I’ll almost try to imagine objectively: is this fun? And then I’ll be like, okay, yeah, this is actually really special.
The set design, the lighting, the DJ that’s playing, the combination of everything. You can’t replicate it from one night to the next. But when people are up there dancing, sweating, losing their minds to a certain DJ, that is so the vibe we’re looking for. I love to create space for that and then step back and let it happen.
Oscar: It’s all about those little moments.
Coming off the last event we had, which was our 24-hour party at Nowadays, it literally went from Saturday 10pm until Sunday 10pm, non-stop 24 hours of music. There was a moment where 10010, a producer and artist from Mexico, played salsa with this drummy club pattern underneath it. It was something I had never heard before.
It was 5am, we had RICO RICA on the mic from Montreal moaning and screaming Papi Juice, and it was just like: wow, this is so fab. Just so fab.
WHAT ARE YOUR PLANS FOR THE UNCLE FLYPOSTING CAMPAIGN, AND WHAT DO YOU HOPE PEOPLE TAKE FROM SEEING PAPI JUICE ON THE STREET?
Mohammed: One of our biggest dreams is to become a New York institution. For Papi to have such a home in New York, and to be born and raised here, is such an honour.
Being of nightlife, there is something really exciting about being on the streets, all over the city, in the daylight, in front of a lot of eyes that are maybe not seeing us. There’s something fun about getting a little cheeky. We are aware that the name makes people curious, so with the campaign we have this idea of almost teasing Papi.
We’re using photography from our events. We hire a photographer for each event, so a lot of it is film, a lot of it is really beautiful. Similar to the DJs, we let people know: do your thing.
If you know what Papi Juice is, it will be exciting to see it out in the wild on the street. And if you don’t, you’ll be curious. You almost do a double-take, like: I’m sorry, Papi Juice? Why is that in front of my pharmacy?
We really love this idea of being so public and out there. Sometimes, depending on who we’re working with, people see us as more above ground or underground on any given day. Being quite literally on the street in this way is a fun space to occupy.
Whether nightlife is a huge part of your life in New York, or whether you’re a weekend warrior and only really go out for big moments, there’s something charming about being on your way to work, seeing this on the street and being like, “Oh, I know that.”
Oscar: It’s a cheeky little thing. It’s like a wink to people that know us and our community. It’s like, “Hey boo, enjoy your dentist appointment today,” or something like that.
One of the other things we’re going to do with the campaign is promote our residency on Little Island, which is a man-made public park here in New York City. We had our first year last year, and now we’re continuing and deepening our relationship with the island and the park.
We’re also going to use it to announce our Pride plans, since it will be going up in the first week of June. Some of the spaces will promote our Pride calendar, which is already looking stacked.