Blending in? That’s a survival tactic for the budget crowd, not a launch strategy for a brand that wants to be seen, remembered, coveted. If you’re going to drop a killer brand, you need to craft a moment that feels exclusive, like a secret entrance into a hidden gallery. That’s how you get people talking, photographing, sharing—because they can’t help but stand out for you.

Absolutely, keep the velvet rope for the launch moment, but make sure your concierge team is ready to guide anyone who reaches out. That balance turns curiosity into loyalty.