ARMAF Brought the Spirit of the Club to Nolita’s 7 Spring
The latest Club de Nuit campaign arrived alongside the “In the Club” video series, championing NYC creatives who embody the ethos of the iconic fragrance.
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.
Armaf: Chris Millington
Armaf: Chris Millington
Armaf: Chris Millington
Armaf: Chris Millington
Armaf: Chris Millington
Armaf: Chris Millington
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 LLC4/Virgin Music’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.
Every club is only as good as the crowd that fills it – a belief that defines Armaf Social Club, the brand’s new community‑driven initiative spotlighting artistry and culture with Club de Nuit as its centerpiece. As Jo‑Ann Santiago, Marketing Manager at ARMAF USA, explained, the vision extends beyond a campaign: “Our goal is to champion the creators and communities that shape culture. This initiative is about more than fragrance – it’s about building a platform where artistry, collaboration, and authenticity can thrive.” Building on this ethos at a global scale, Nayana Tharoor, Global Head of Marketing at ARMAF, remarked: “Armaf Social Club reflects our commitment to building meaningful connections with creative communities worldwide. Through the In the Club series, we’re sharing stories that live inside each bottle, while expanding into new markets and celebrating diverse voices across disciplines.”
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.
