ARMAF Brought the Spirit of the Club to Nolita’s 7 Spring

2025 was the year of the club. From a plethora of EDM-infused records to the modern rise of speakeasies and listening lounges, it’s clear the club experience is back in full effect — at least for the city’s tastemakers. Capturing the essence of nightlife, ARMAF launched a community-based event series that fuses the heart of the club with the worlds of fashion, commerce, and design. Dubbed Armaf Social Club, the experience arrived alongside the “In the Club” video series, which highlighted NYC-based artists who embody the spirit of the brand’s cult-favorite Club de Nuit scent.

Held at Nolita’s stunning backgammon parlor, 7 Spring, the hottest names in fashion, entertainment, music, dance, and more joined for an intimate soirée to highlight the cultural depth of the Club de Nuit scent family. Replete with 7 Spring’s signature backgammon boards, delicious food and vibrant DJ sets, attendees had an exclusive first look at ARMAF’s iconic fragrance line and campaign rollout.

Surveying the heart of the city’s atmosphere, the campaign series featured appearances from renowned garment manufacturer and embroidery artist Brian Blakely (who developed a custom varsity jacket in collaboration with ARMAF), NYC’s in-demand producer Kazi and Def Jam’s Rocky Snyda, whose recent EP caught the attention of Spotify and Rolling Stone. A collaborator with Afrojack, Carl Cox and J Balvin, dancer and choreographer Chelsea Janssen also appeared in the series, spotlighting the city’s vibrant dance community.

With the team at ARMAF, Alchemia Projects ideated the campaign concept and worked diligently to infuse the event series with a communal backbone. Speaking to the ethos behind this process, Zachary Mallard, Director of Alchemia Projects, shared the following: “When we sat with the team from ARMAF and started to think about what really makes a good club experience, we arrived at the reality that the club is only as good as the crowd. The ARMAF team really understands the value in championing a format that can continue to grow, and is excited, ready, and able to handle the challenge that comes with expanding the community around this already well-known brand.”

ARMAF intends to continue the Armaf Social Club initiative in other markets throughout 2026, curating an ever-expanding group of international members that align with ARMAF brand values, bringing awareness to these creators and their craft and highlighting the artistic communities they occupy.

The Club de Nuit fragrance collection bottles this energy — a delicate balance of sexy, sophisticated power, perfectly emblematic of the voices and creators keeping NYC alive and club-ready. Explore the collection by visiting the brand’s website.