In this episode of Loud & Unfiltered, we sits down with Joe Gordon, founder of Lab 54, the UK’s biggest pop-up party brand redefining nightlife across London and beyond.

From viral Leeds house parties to secret events for Charlotte de Witte, Ministry of Sound, and Greggs, Joe reveals how Lab 54 became a global movement built entirely on community, creativity, and chaos (of the best kind).

He shares the inside story of Lab 54’s rise from DIY beginnings to international tours in LA, Amsterdam, and Australia, throwing parties on Eurostar trains, and hosting pop-ups in car parks, bakeries, and mansions. Joe and Alex also break down the infamous “Ministry of Sound break-in” and why community is everything when building a brand that thrives on connection and trust.

This is a masterclass in grassroots brand building, audience loyalty, and staying disruptive in a saturated industry.

What You’ll Hear: 

• How Lab 54 went from viral house parties to global pop-up brand
  
  
  
  


• The truth behind the Ministry of Sound break-in stunt
  
  
  
  


• Why community is the most powerful asset in events and branding
  
  
  
  


• Lessons in growing an authentic brand without investors
  
  
  
  


• How to expand internationally while staying connected to your roots
  
  
  
  


• The evolution of pop-up culture and its future in global nightlife
  
  
  
  


• Why the best parties happen anywhere but a club
  
  
  
  

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Key Moments: 

0:00 – The Ministry of Sound break-in story

02:00 – How Lab 54 started as a viral Leeds house party

04:30 – Meeting Alex Jukes in Ibiza and early collaborations

06:50 – The rise of pop-up parties in London and beyond

09:10 – What makes a great pop-up event (and what kills them)

11:40 – Charlotte de Witte street party – 2000 people overnight

13:50 – Building community through Discord, SMS & loyalty

15:40 – Selling 12,000+ tickets with no lineup announced

18:00 – The importance of intimacy and connection in nightlife

21:30 – Throwing a party on the Eurostar

25:00 – Expanding to Australia, LA, Amsterdam & beyond

30:00 – The Vegas and Toronto hotel room parties

31:30 – Behind the scenes of the Ministry of Sound stunt

36:00 – Why Lab 54’s community makes the brand unstoppable

38:30 – The future of pop-up culture and new innovations

40:00 – What’s next for Lab 54: records, offices & festivals