DCMJ x Eva Queen

A pink burger, a fridge door opening, a collection behind it.

A Burger Queen speakeasy to launch the collection

In February 2020, Don't Call Me Jennyfer launched its capsule collection with singer Eva Queen and entrusted WBA with designing and producing the private event. The concept: a speakeasy-style fast-food restaurant called Burger Queen, where guests enjoyed pink Eva Queen-branded burgers before opening the fridge door. Behind it, a hidden showroom revealed the pieces from the collaboration, and an Eva Queen showcase set the evening alight.

The speakeasy is more than just a backdrop: it sets the pace. It creates a four-part progression that structures the entire evening:

• An initial public space that is immediately recognizable as a fast-food restaurant, putting guests at ease
• A hidden entrance, the fridge, which makes access feel like a reward
• A space revealed: the showroom, where the collection finally comes into view
• A final highlight, the showcase, which makes the evening memorable

Technically, this type of setup requires meticulous management of guest flow: moving guests from one space to another without making them wait, spoiling the surprise, or overcrowding the showroom when content creators want to film the pieces. Food production follows the same logic, with service that must keep pace without ever becoming the focus of attention.

This is an approach we regularly adapt for fashion and beauty brands. Two years later, it appeared in the DCMJ x Eva Queen pop-up at Forum des Halles, and on a more intimate scale in the Incredible Diner created for Belle de Brillet.

Your agency for collection launches and brand events

Much of a capsule collection’s success is decided on launch night. It’s when the press, creators and first customers decide whether the collaboration is a real story or just another press release.

Are you preparing to launch a collection, a collaboration with a public figure, or a product that deserves more than a post? A Paris event agency, Wild Buzz Agency designs and produces an event that gives people a reason to tell your brand’s story, from the creative concept to the final minute of the showcase.