Space NK x Hourglass DJ Set

There’s something uniquely satisfying about building a soundtrack for a beauty launch - especially when the brief is as precise and stylish as the product itself. Recently, I had the opportunity to DJ at Space NK for Hourglass Cosmetics, celebrating the launch of their new Unreal Liquid Blush.

Set within the polished surroundings of Duke of York Square, the atmosphere needed to feel elevated for shoppers. The brief was clear: effortlessly cool. Think high summer, beach club energy, fashion week afterparty - my DJ setlist was polished, modern, and understated enough to complement conversation and beauty discovery without ever overpowering the room.

The goal wasn’t simply to play music people recognised. It was about creating a mood.

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

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  Hourglass x Space NK DJ set London

The Power of Music in Brand Activation

An in-store DJ experience can do much more than provide a soundtrack. When thoughtfully curated, music becomes an extension of a brand’s identity, shaping how customers feel, interact with a space, and experience a product.

For beauty and lifestyle brands in particular, these details matter. The right music can transform a retail environment into an immersive brand experience, creating an atmosphere that encourages customers to linger, explore, and connect with the launch on a more emotional level. It adds energy and personality to the space while keeping the product and customer experience at the centre.

For the Hourglass Cosmetics launch at Space NK, the intention was to strike that balance: creating a sense of occasion without losing the effortless luxury of the retail setting. A considered DJ set helped bring the campaign to life in a way that felt natural, contemporary, and aligned with the brand’s aesthetic.

Building the Soundtrack

My playlist drew inspiration from Mediterranean beach clubs, luxury resort terraces, and late-afternoon sets that slowly transition into golden hour. Nothing too heavy! Just carefully layered tracks that felt expensive, current, and cool without trying too hard.

Artists and producers in the mix included:

• Kaytranada

• Claptone

• Purple Disco Machine

• SG Lewis

• Peggy Gou

• Rüfüs Du Sol

  
  

The sound sat somewhere between house, disco, and fashion-led electronic - music that feels equally at home in Ibiza, Saint-Tropez, or a luxury beauty launch in Chelsea.