‘Tis the season for the Grammys — and GBK Brand Bar’s exclusive, invite-only Annual Pre-Grammy Luxury Lounge. Held at the newly renovated W Hotel Hollywood, the star-studded affair brought together Grammy nominees, honorees, past winners, and tastemakers for a glamorous preview of what’s next in music, tech, beauty, and travel.
Grammy Winner Durand Bernarr with PartyKeys by PopuMusic at the GBK Brand Bar’s Annual Pre-Grammy Luxury Lounge. Photo by Jaclyn Gentiles
Guests mingled throughout the space while discovering coveted luxury gifts, CES-worthy tech finds, and dream-level getaways — all soundtracked by sets from DJ Beckie Joon and DJ Dazzler.
Many of the stars spotted this year included Grammy winners and nominees and celebs such as Durand Bernarr (Best Progressive R&B Album), Jorja Douglas, Renee Downer, and Stella Quaresma from the nominated band Flo), DJ Wally Wow, Angelique Kidjo, Robert Glasper, Eric Bellinger, Kenyon Dixon, Samantha Fish, and Jimmie Allen. 80s music pop icon Tiffany and Josh Goldy (Love Island) — making the lounge feel a certain mix of industry insider and cool-kid hangout.
Love Island star Josh Goldy with SPOOSH at the Annual GBK Brand Bar Pre-Grammy Luxury Lounge. Photo by Jaclyn Gentilesco
Beauty and wellness took center stage with ibreo eye mask massagers as Pretties debuted their hand-dyed silk hair ties with calming lavender or eucalyptus scents — as SPOOGE debuted its skincare-first, mineral-based SPF lineup.
Grammy nominees and celebrities also received certificates from W Hotel Hollywood and Sailrock South Caicos, while GE Lighting, PartyKeys by PopuMusic, and TemPolor’s Melo-D. showed off their goods
Stella Quaresma with ibreo at the Annual GBK Brand Bar Pre-Grammy Luxury Lounge. Photo by Genevieve Adams
Throughout the day, guests refreshed with protein drinks from TUK TUK GO Juicy Protein and indulged in Krack’d Chocolate snacks paired with pours from Lorenzi Estate wines. They also snacked on a selection of chocolate and vanilla cupcakes from Hansen’s Cakes and Ike’s Love and Sandwiches was on had to offer hungry attendees a selection of sammies.
5X Grammy Winner Angelique Kidjo with GE Lighting (A Savant Company) at the GBK Brand Bar’s Annual Pre-Grammy Luxury Lounge. Photo by Gavin Keilly
Action Takers Publishing also provided ghostwriting services for personal biographies and .Prompt gave celebs tickets to Secret Knock.
GBK Brand Bar CEO Gavin Keilly said that he partnered this year with Critical Breakdown, an artist-centered collective dedicated to helping emerging artists build sustainable creative careers rooted in community, wellness, and long-term impact. Through the various charities supported at GBK Brand Bar Lounges over the years, Gavin has said he’s helped raise and secure over $10 million for more than 50 charities since 2002.
About GBK
GBK has taken part in high-profile events and pre-parties surrounding the Academy Awards, Emmys, Golden Globes, Grammys, MTV Movie Awards, Teen Choice Awards, BET Awards, Sundance Film Festival, New York Food & Wine Festival, Miami Beach Art Basel, Cannes Film Festival, Coachella Valley Music & Arts Festival, Backstage at the Rock & Roll Hall of Fame Induction Ceremony, as well as celebrity golf tournaments, numerous charity events, and galas. For more information, visit gbkbrandbar.com.
