The cognac brand brought its new campaign to life and embraced attendees' increased interest in spending time away from screens. NEW YORK— On Oct. 22 at Ideal Glass Studios in Greenwich Village, Courvoisier teamed up with NYC collectives Fun With Friends and Missing Ingredient to host a massive house party—with no phones. At House of Courvoisier, 700-plus guests stashed their phones away in pouches before exploring a living room, kitchen, game room with Jenga and Uno, confessional room, and upstairs bedroom hangout. Team Epiphany handled the creative development and event production. The experience played off a trend uncovered in Courvoisier-commissioned research conducted by Censuswide, which found that 60% of U.S. and U.K. respondents formed some of their best memories at someone else’s home, and one in five made a lifelong friend at a house party. As BizBash reported earlier this year , phone-free experiences are also gaining momentum. According to Eventbrite data , phone-free events are up 567% globally, with attendance increasing 913% in the U.S. and 1,441% in the U.K. In just the first three months of 2026, phone-free events have already reached more than a third of last year’s global event volume, signaling accelerating interest in what Eventbrite is calling the “Year of Analog.” The activation brought Courvoisier’s first global campaign in nearly 20 years, called Pass The Courvoisier, to life. Created with BBDO Paris and directed by Grammy-winning director Ibra Ake, the campaign follows a bottle of the cognac through a lively house party, connecting guests through cooking, gaming, dancing, and conversation. The name also recalls Busta Rhymes’ 2001 hit “Pass the Courvoisier,” which helped establish the cognac’s place in pop culture. At House of Courvoisier, 700-plus guests stashed their phones away in pouches before exploring the space. Photo: Courtesy of Courvoisier “’Pass The Courvoisier’ celebrates the connections that happen when people come together to pour, pass, and share. For House of Courvoisier, we wanted to bring that spirit to life through the familiar energy of a house party, good music, shared drinks, and spontaneous conversations,” said Allison Varone , head of marketing for Campari, which owns Courvoisier. “Going phone free encouraged guests to be present and connect with the people around them.” Both of the party collectives—Fun With Friends and Missing Ingredient—contributed its community, musical perspective, and hosting style to the event. Across two floors, familiar house party spaces—including the living room, game room, kitchen, bathroom, and bedroom —invited guests to explore, interact, and connect, with Courvoisier cocktails in hand. A multicultural mix of creators, tastemakers, and consumers, alongside members of the participating collectives’ communities, attended the activation. The Atrium on the first floor captured the high-energy side of a house party, with upbeat sets spanning rap, hip-hop, soca, dancehall, and Afrobeats, Varone explained. After guests sealed away their phones and accepted the house rules, they then used the phrase “Pass The Courvoisier” to gain entry to the Atrium, where they could head to the kitchen for one of two signature cocktails—Courvoisier and Lemonade and Courvoisier Punch. Once inside, they could dance, connect over games in the game room, discover photo moments in the kitchen and bathroom, or record a video in the confessional closet. Since guests were without their phones to take pics, disposable cameras were placed in the bathroom. Upstairs offered a more intimate, relaxed atmosphere inspired by the after-hours side of a house party, Varone said. Slower tempo R&B, soul, and vinyl selections set the mood, inviting guests to settle in, enjoy Courvoisier neat, and connect through conversation. Before leaving, guests collected takeaways and unlocked their phones, with developed photos shared afterward through a dedicated link. On Oct. 21, the brand also hosted an unexpected Living Room Pop-Up at Fosun Plaza, where former 106 & Park personalities Terrence J and Rocsi Diaz reunited for candid conversations and were joined by surprise guest Coi Leray. Photo: Courtesy of Courvoisier Keep scrolling to see more from House of Courvoisier... The activation brought Courvoisier’s first global campaign in nearly 20 years, called Pass The Courvoisier, to life. Photo: Courtesy of Courvoisier The venue was awash in red lighting. Photo: Courtesy of Courvoisier Across two floors, guests encountered familiar house party spaces—including the living room, game room, kitchen, bathroom, and bedroom. Photo: Courtesy of Courvoisier Ideal Glass Studios' The Mansion resembles a 19th-century bachelor’s haven, featuring black walls, contemporary art, a fireplace, and French doors that swing out onto a 1,000-foot outdoor terrace. Photo: Courtesy of Courvoisier Since guests were without their phones to take pics, disposable cameras were placed in the bathroom. Photo: Courtesy of Courvoisier Guests could dance, connect over games in the game room, discover photo moments in the kitchen and bathroom, or record a video in the confessional closet. Photo: Courtesy of Courvoisier Michele Laufik is an editor, producer, and writer with expertise in lifestyle and event content, marketing copy, and headline writing.
Curated by Taleb Kabbara · Source: www.bizbash.com