Tasked with making Tia Maria culturally relevant to Gen Z again, whilst reclaiming its place at the heart of the original Espresso Martini recipe: ‘The Tia House Party’ tapped into the growing love for intimate house parties over traditional nights out. Reimagining the brand through a nostalgic-meets-modern lens, the experience transformed the space into a playful 90s-inspired house party filled with immersive rooms, retro props and content-worthy moments. From stacks of old TVs and bath tubs turned lounge spaces to bathroom mirrors covered in lipstick affirmations, every corner was designed to feel like the ultimate underground party you ‘had to be there for’.

A packed programme of disco and modern mash-up DJs took place within an intimate Boiler Room-style setup, alongside surprise celebrity ‘secret sets’ and eclectic hosts ranging from disco dancers and drag queens to charismatic lotharios. Guests were encouraged to explore the space to uncover hidden QR codes that unlocked the ‘Spin The Tia Bottle’ game, offering the chance to win exclusive disco-inspired merch. Blending nostalgia with contemporary nightlife culture, the activation repositioned Tia Maria for a new generation whilst firmly reconnecting the brand to modern espresso martini culture.