Cosa Nuestra Cafe Sony Music Experiential

Objective

Ahead of Grammy Award winning Rauw Alejandro’s sold-out O2 Arena show, Sony Music briefed Hyperactive to create real-world buzz that went beyond promo — something cultural that reflected Rauw’s roots, aesthetic, and latest project ‘Cosa Nuestra’.

We wanted to connect with the community, offer fans more than a show — a taste of Rauw’s world: his Puerto Rican heritage, genre-blending sound, and signature slick style.

Strategy

Hyperactive worked with Sony Music to design a concept called Cosa Nuestra Café — a bold, immersive takeover blending reggaeton energy and Puerto Rican provenance, with old-school NYC Italian café vibes. Inspired by the album’s sound and look, the concept tapped into the Gen Z trend of coffee shop raves, but with a spicy Latin twist.

We partnered with Aguamiel in Covent Garden to bring it to life — transforming the space into a cultural portal designed to be ultra-shareable, fan-first, and community-driven. A place where music, food, and fandom collided ahead of the O2 show.

Campaign

The Cosa Nuestra Cafe hosted super-fans, influencers, and media, offering custom menu items inspired by Rauw’s tracks, hidden easter eggs and exclusive drops – every detail was crafted to immerse guests into his world. DJs Gia Fu and Bushbaby spun salsa and reggaeton classics, dancers took over the street, espresso martinis flowed — and Rauw himself made a surprise appearance.

The vibe? Intimate, fiery, and rooted in community. The café lit up socials, brought fans together, and built major momentum leading into the O2 — proving that when culture leads, hype follows.