# BACARDÍ and Shy FX Revive Noughties Culture in London The iconic rum brand hosted a nostalgic Y2K-themed party at The Cross. - **Source:** [Hypebeast](https://hypebeast.com) - **Published:** 2026-11-10 - **Topic:** [culture](https://brifing.si/c/culture) - **Original article:** - **On Brifing:** https://brifing.si/s/192a7f4d-a1cb-42f3-ae7d-d569926b7d9e ## Nostalgic Brand Activation BACARDÍ recently hosted a themed event in London to celebrate the aesthetic and musical energy of the 2000s. Held at The Cross in King’s Cross, the venue was transformed with period-specific decor, including stacked televisions and vintage flyers. The event aimed to reconnect the brand with the free-spirited culture of that decade. ## Curated Musical Experience Legendary drum and bass producer Shy FX headlined the evening, performing classic tracks such as 'Shake Ur Body' and 'Feelings' alongside MC Rage. The set list focused on the diverse sounds of the era, including garage, grime, and dubstep. These genres were central to the underground music scene during the early 2000s. ## Surprise Guest Performance The event featured a surprise appearance by D Double E, a seminal figure in the rise of British grime music. D Double E performed a selection of his hits while wearing his signature 2000s-era attire. His presence highlighted the collaborative and experimental nature of the UK music scene during that specific period. ## Y2K Fashion Resurgence Guests were encouraged to adhere to a dress-to-impress code that reflected the current resurgence of Y2K fashion trends. Attendees wore a mix of suave and sporty outfits, often incorporating diamante-encrusted accessories. This focus on style mirrored the fashion-forward party culture that defined the nightlife scene in London twenty years ago. ## Producer Perspective on Era Shy FX noted that the 2000s represented a pivotal time for his own career and musical experimentation. He emphasized the importance of pirate radio stations and independent record shops in shaping the unique soundscapes of the time. This era allowed him to push boundaries and avoid being confined to a single genre. ## Cultural Impact of Sound The producer reflected on how the music and culture of the 2000s continue to influence his current creative approach. He observed that these sounds remain popular with modern audiences, proving their lasting relevance. The event served as a bridge between the past decade's musical innovations and contemporary party-goer preferences today. ## Venue Historical Context The Cross, located in the King’s Cross area, was selected for its historical significance as a popular music hub during the 2000s. By hosting the event at this specific location, the organizers reinforced the theme of authenticity. The venue continues to operate today, maintaining its status as a destination for nightlife. ## Brand Strategy Implications By aligning with influential music figures and nostalgic cultural trends, BACARDÍ strengthens its brand identity within the lifestyle sector. The event utilized a classic drink pairing, BACARDÍ and Coke, to maintain consistency with the era's habits. Such activations demonstrate how brands leverage historical cultural touchpoints to engage with modern consumer demographics. ## Sources covering this story - https://hypebeast.com/2026/11/bacardi-shy-fx-noughties-party-london-event-recap — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._