Founded by the enigmatic Beauregard H Montgomery and the fine folks from Happy Corp Global, LVHRD is a twice-monthly party-cum-bizarre challenge that is promoted to an elite membership of New York's creative insiders via fax and SMS on the day of the event.

Part flash-mob and part member's club, LVHRD provides a fun and unusual social space for creatives and eccentric scenesters to mingle, drink and watch competitions like the Fashion Duel, the Vending Machine Challenge, or the Battle of the Moves, which pit selected contestants in head to head battles of creativity and ingenuity. For instance, a packed crowd of several hundred enjoyed watching a team of advertising creatives from J Walter Thompson try and consume the contents of a vending machine before a team from the New York City Ballet Company.

A cult phenomenon that has garnered extensive press coverage from outlets like the Grey Lady, CNN and Gawker, LVHRD has plans for expansion to other cities in the US, a reality television spin off documenting their antics, a photography book, and even a roving LVHRD salon, the ultimate pop up space available only to the groups exclusive membership of influencers and "seekers."

This is one club EMERGE would think of joining, if only they'd have us as a member!

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