Let Them Entertain You

Hugo Belloy and Alexis Offe are the dynamic duo behind Surprise Surprise, which offers masterfully curated themed parties that pop up all over the city

- Tara Sobti

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-thedate post, then an abstract narrative, followed by mood boards with outfit, make-up and accessory inspirationall 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.