{
  "slug": "matte-projects-2026-10-13t06-7",
  "company": "Matte Projects",
  "headline": "IRL community events replace closed-door activations; intimate neighborhood meet-ups win.",
  "topic": "{Stash Edge — Event & Experiential}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/fashion/how-to-use-irl-events-to-build-community-against-a-sea-of-sameness-online/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/matte-projects-2026-10-13t06-7",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Event & Experiential}\n◆ PAPER · Event strategy shift toward accessibility · Matte Projects\n\nIRL community events replace closed-door activations; intimate neighborhood meet-ups win.\n\nThe pendulum swings back toward accessible every five years. Right now it is swinging hard. Stop building for the influencer's story and start building for the neighbor's actual experience.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/matte-projects-2026-10-13t06-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/matte-projects-2026-10-13t06-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/matte-projects-2026-10-13t06-7",
      "chars": 798,
      "limit": 3000,
      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Event & Experiential}\n◆ PAPER · Event strategy shift toward accessibility · Matte Projects\n\nIRL community events replace closed-door activations; intimate neighborhood meet-ups win.\n\nThe pendulum swings back toward accessible every five years. Right now it is swinging hard. Stop building for the influencer's story and start building for the neighbor's actual experience.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/matte-projects-2026-10-13t06-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/matte-projects-2026-10-13t06-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/matte-projects-2026-10-13t06-7",
      "alt_chars": 798,
      "alt_limit": 3000
    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Event & Experiential}\n◆ PAPER · Event strategy shift toward accessibility · Matte Projects\n\nIRL community events replace closed-door activations; intimate neighborhood meet-ups win.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/matte-projects-2026-10-13t06-7",
      "chars": 299,
      "limit": 300
    },
    "substack": {
      "label": "Substack · Fending",
      "title": "IRL community events replace closed-door activations; intimate neighborhood meet-ups win.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nGlossy's interview with Neda Whitney, president and managing partner at Matte Projects, noted a shift away from exclusive closed-door events toward intimate neighborhood meet-ups as a tactic for building community against the 'sea of sameness' online.\nHere's the cool part — the lever almost everyone misses (and you don't have to): an exclusive launch event reaches 100 people in one city and feels remote to everyone else. A neighborhood meet-up (a casual tasting, workshop, or hangout in local parks or cafes across 5-10 markets) reaches 20-30 people per location but creates ten times the word-of-mouth. Run a test: pick three neighborhoods in one city. Reserve a small public space (a park picnic table, a coffee shop back room, a community center). Host a free 90-minute event—product demo, light snacks, no pitch. Invite via local Facebook groups and TikTok. Measure attendance and follow-on DMs or email signups. A $2k event that reaches 60 people across three neighborhoods will outsell a $20k exclusive venue that reaches 100.\nWhat that means for you: The pendulum swings back toward accessible every five years. Right now it is swinging hard. Stop building for the influencer's story and start building for the neighbor's actual experience.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/fashion/how-to-use-irl-events-to-build-community-against-a-sea-of-sameness-online/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
      "chars": 1991,
      "limit": 0
    }
  }
}