Inside the Culture – Defining Night Hosted by Smilez Agency, Rémy Martin & the Los Angeles Lakers
Not every night in Los Angeles feels like the moment. But this one did.
Hosted at the iconic Poppy, behind velvet ropes and well beyond the noise of typical nightlife, Smilez Agency orchestrated one of the most talked-about private events of the season—an intentional collision of luxury, legacy, and cultural capital, produced in collaboration with Rémy Martin and the Los Angeles Lakers.
The guest list? Unmatched. Tristan Thompson and Rui Hachimura of the Lakers were joined by a high-powered mix of artists, designers, label execs, media insiders, and global tastemakers. Yet what set the night apart wasn’t just who was there—but how it felt. Purposeful. Elevated. Carefully curated to spark meaningful connections and cultural conversation.
This is the signature style of Smilez Agency, the Toronto- and LA-based firm founded by Amer Jammal, whose work sits at the intersection of entertainment marketing, experiential production, and cultural strategy. With a portfolio that includes partnerships with global names like Drake, The Weeknd, and the Los Angeles Lakers, Jammal has become a go-to architect for brands and artists seeking events that aren’t just seen—but felt.
“You can feel the purpose in the room,” said longtime collaborator and music artist Preme. “What Amer’s doing with Smilez is legacy.”
Inside Poppy, that sense of legacy was palpable. Signature Rémy Martin cocktails were served against a backdrop of moody lighting and sonic precision, creating an intimate space where conversations flowed beyond the surface. No staged moments, no manufactured hype—just real interaction between influential players in sports, music, fashion, and business.
What makes Smilez Agency different is their unwavering commitment to cultural authenticity and strategic execution. Rather than chasing trends, they create them—crafting experiences that feel organic to the communities they engage, while delivering unmatched value to brand partners. From TIFF and NBA All-Star Weekend to Art Basel, Miami F1, and bespoke nightlife activations across the globe, the agency has proven its ability to build premium, world-class experiences that resonate far beyond the night itself.
Each Smilez event is intentional—from the talent invited to the brand integrations, the music curation, even the lighting design. It’s a full-sensory blueprint built on relationships, cultural intuition, and a deep understanding of brand storytelling.
“Our mission isn’t to create parties—it’s to create moments that move culture forward,” says Jammal. “We’re in the business of influence, not just attention.”
That mission was on full display in Los Angeles. By aligning a heritage luxury brand like Rémy Martin with the cultural gravity of the Lakers—and framing it within a meticulously crafted guest experience—Smilez delivered a moment that felt both timeless and timely.
As the night wound down and the conversations lingered, it became clear: this wasn’t just another exclusive LA event. It was a strategic cultural play, executed with precision, and designed to leave a lasting impression on every level—from the guests inside to the global audiences watching from afar.
With a proven ability to bridge luxury with authenticity, celebrity with community, and strategy with soul, Smilez Agency isn’t just hosting events—they’re shaping what modern cultural influence looks like.
And for those paying attention, this was a masterclass.