Mejuri Took Over Sing Sing to Unveil New Short Film By Gia Coppola

If you were at the Mejuri bash at Alphabet City karaoke haunt Sing Sing last night, you may have thought you were finally gone loopy after fashion week. But no, you weren’t delirious; that really was a live quartet playing at a faux wedding (of Mej and Uri!) behind one door, and yes, that other vignette was a makeshift retirement party for someone called Chris. If you didn’t know where to look or turn to next, thankfully, you could take refuge momentarily in one of the booths, where the jewelry brand’s new cinematic short films were playing on a loop.

A New York Minute is a three-part mini-motion picture series that feels part authentic home video, part documentary, part unscripted reality show, and very much not like a commercial. And so to celebrate this unusual project, which will be officially rolled out from Monday, a rather different kind of celebration was on the cards.

On Thursday night, those involved, as well as downtown creatives and friends of the brand, got together for a nostalgic knees-up (one that went on ’til 2 a.m.). Hosted by Gia Coppola and her uncle Roman Coppola, founder of The Directors Bureau, the event downright insisted attendees get loose and put their vocal cords to the test, go down memory lane, binge on some sugary snacks, and let their hair down after a long week of fashion shows.

In the graffiti’d and black-walled Avenue A institution, there were healthy helpings of kitschy catering options lined up, stacks of candy, buckets of beer, as well as vintage-style cakes to give people the late-night sustenance they needed. Throughout the bar, bespoke rooms had been concocted to evoke memories, like prom, a romantic proposal set-up, or coming home from college for the holidays to find your parents had dumped your stuff into the basement.