Jägermeister promotes free parties in a building in downtown SP during October


The German herbal liqueur Jägermeister brings Night Embassy to São Paulo in October. Despite the complicated names, the project has a simple proposal: to encourage the local nightlife scene with free themed programming.

To this end, the attraction will transform a building in the Sé region, downtown, into an embassy. On Fridays and Saturdays, the space hosts workshops, exhibitions, workshops and lectures on topics such as music, dance, fashion and design during the day. At night, the venue hosts parties and performances.

Each week of the schedule has a different focus — the first is about fashion. The activities start this Friday, the 7th, with a workshop on textile art, starting at 1 pm. At night, the place hosts the Buero party, with alternative music, starting at 10:30 pm. On the following day, the 8th, there is a three-dimensional embroidery workshop, from 2 pm to 6 pm, and a fashion show by the brand diegogama followed by disco from 9 pm.

The collective Amem, dedicated to the agendas of the black and LGBTQIA+ communities, commands the agenda for the second week, on the 14th and 15th, with workshops on topics such as Afro dance and ballroom. Friday’s ballad brings names like Irmãs de Pau and Monna Brutal to liven up the dancefloor, while Saturday’s has people like Paulete Lindacelva and Alt Niss. Both start at 9pm.

Last week’s program has themes such as feminism and indigenous peoples. On the slopes, the soundtrack brings Pará rhythms such as stereo and guitar. The nights of the 20th and 21st are led by the Pará DJ Miss Tacacá, who receives names like Brega Night Dance Club and Zek Picoteiro, in addition to the Peruvian ShupShup and the Mexican Pahua to put on the sound.

This is the first time that Night Embassy lands in Latin America — the project has already had editions in Germany, Russia and South Africa.

The complete schedule is at night-embassy.com.br. Although all activities are free, some require advance booking through the website.

You May Also Like

Recommended for you

Immediate Peak