Shelf's Launch Party Was a Fever Dream with Good Lighting and Even Better People

On Thursday night, Bathhouse Studios transformed into a swirling microcosm of downtown clout, venture capital, and algorithmically-approved hot people for the launch of ShelfMAG’s very first print zine. It was part fashion show, part rave, part social experiment, and somehow, all of it worked.

The room was packed. Harry Hill, our debut cover star, floated through the crowd with the poise of a seasoned bathtub reviewer. Meanwhile, DJ David kept the energy high, spinning tracks that pulled even the most stoic investors onto the dance floor. Yes, a dance circle formed. And yes, it included tech engineers and IG baddies alike.

The drinks? Courtesy of Ten To One Rum and Harridan Vodka, which fueled a thousand overshares and at least one soft-launch couple. Studio Lamella snapped every flash-lit, flushed-cheek moment.

The guest list read like the internet’s For You Page: Raymonte, Kitty Lever, Adrienne Reau, Adam Faze, Andrea Bossi, Claire and Ashley from Celebrity Memoir Book Club, and Serena Shahidi, all showing up, showing out, and occasionally asking, “Wait… what is Shelf?” We love a learning moment. Now they know.

There was a quiet tension in the air, a battle between influencers whose flashlights were going off like paparazzi and investors who showed up to make sure we weren’t just setting their money on fire. Sprinkle in a few data nerds whispering about the personal data economy, and the whole night felt like an episode of The Twilight Zone, but in a good way.

This wasn’t just a launch. It was a statement. A taste of what’s to come. This is only the beginning.

Curious about what else Steven is into? Get updates on shelf.im/stevenmorea