welCOME HOME

The inaugural event series was titled welCOME HOME to pay homage to that feeling you get when you return to a familiar place, and in this example, that sense of home that was eluded to was being in the middle of a dance floor.

The artist curation and music programming was an essential part of the overall experience and was designed to build a musical journey over the course of the night. In addition to supporting local artists, the goal was to book international talent who didn’t typically get a chance to play in NYC as a way to differentiate /ˈprimədiv/ events from the major headlining acts that were playing everywhere else. Another goal was to create a phone-free space to foster presence and “real life” engagement throughout the night.

Attention to detail, superior customer service, additional production and lighting, and rearranged floor plans were all deployed to enhance the atmosphere to create an intimate and memorable experience.