When you’re from a place like Hong Kong that’s known for its nightlife and events, deciding to create unique experiences that satiate the palates of the most seasoned partygoers is a big undertaking—and Hugo Belloy and Alexis Offe have made a successful career out of it
Surprise Surprise is an invite-only party planning concept and their events have one common denominator: each is a total surprise to guests—from the theme to the location and performances—until the day of the event. “[The goal is to] give our audience butterflies without revealing the essence of the event,” says Belloy, who is Surprise Surprise’s founder and creative director. “The imaginary narrative that guests create [in the lead-up to the event] has become our signature.”
Ahead of each event, guests eagerly await an announcement on the brand’s Instagram page. Teasers are carefully drip-fed: first, a save-the- date post, then an abstract narrative, followed by mood boards with outfit, make-up and accessory inspiration— all expertly curated, without giving away too much.
Guests are then required to apply for a ticket through an online questionnaire, and are carefully vetted by Surprise Surprise’s team. “We only include guests who share our values and are willing to put in the effort and energy required to join Surprise Surprise,” says Offe, who leads event operations.
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The result is the gathering of 500 like- minded individuals, who fully immerse themselves in the world Offe and Belloy are creating. Each chapter of Surprise Surprise is a universe of its own, where different art forms are melded together to “trigger emotions”, says Belloy. Sound, light, props and performances add to the allure of the parties. Costumes are highly encouraged too, because, as Belloy puts it, the guests become part of the decor. “The hope is to contribute to the city’s creative scene and to shine a spotlight on performing artists, DJs, dancers, videographers and photographers [here in Hong Kong],” he says.
There was a gap in the market, adds Belloy, and the duo felt Hong Kong needed the same level of events that you can find in London or New York. But make no mistake: the parties aren’t put on for the sake of it. Each experience is tied to a cultural moment in the city and hosted in venues with a rich history or notable architecture.
In November, while Hong Kong was slowly easing out of its Covid-19 restrictions, a Surprise Surprise party dubbed From Hong Kong With Love took place at the heritage site Haw Par Mansion in Tai Hang. It served as an unofficial closing party for Haw Par Mansion, which ceased operations as a public attraction the following month. In March, the duo produced the highly anticipated Art Basel closing party, titled Long Time No See, at Cardinal Point at The Landmark. The event was also a celebration of the city’s borders reopening and saw special performances, including lion dances intertwined with tango, and a host of musicians and DJs taking to the stage, including El Toro and Kulu. “The venue dictates the narrative ... and at the heart of it, we are passionate about hospitality. We don’t cut corners,” says Offe.
