Community Makers: Charlotte Dwyer on Producing Media Activations, Fast Timelines, and Finding a Real Home in NYC

From Fashion Magazine Launch Parties to Consumer Lifestyle PR

Charlotte’s route into event production started at her college fashion magazine, where she was on staff and helped plan the launch parties for each issue. That early exposure to seeing a creative vision come to life on the ground shaped everything that came after.

“In college, I was on staff at my school’s fashion magazine and was able to help plan our launch parties for each issue. This was my first experience ever planning an event and absolutely loved seeing our vision come to life! Working in public relations has allowed me to naturally work in event planning for a variety of clients, whether it’s for a launch cocktail hour, intimate media dinner or consumer pop-up. I think the most underrated skill in event planning is the ability to pivot!”

At Max Borges Agency, Charlotte works across a wide portfolio of consumer lifestyle brands, from diapers to home security to luggage. The agency’s core focus is media relations, and activations like the Reolink event are one of the main ways they connect brands with the journalists who cover their categories.

“Max Borges Agency is a consumer lifestyle public relations agency! We represent many brands from diapers to home security to luggage – we really cover it all. We primarily work in media relations, connecting with journalists to tell them about the latest and greatest from the brands we work with. One of the ways we connect with the media is through activations, like the one we created for Reolink. We like to create immersive events for journalists, allowing them to experience the products first-hand.”

The Reolink Brief

Reolink came to Max Borges with a specific ask: introduce their newest collection to a group of 15 to 20 lifestyle and tech journalists ahead of a June launch, and do it in a setting where the media could actually see the products working in a real-world environment.

“Reolink wanted to introduce its newest collection to a group of 15-20 lifestyle and tech journalists in NYC. They wanted to showcase the products in a real-world environment, so the media could truly see how each product functions. They wanted to gain broader awareness for Reolink as a brand, especially in the lifestyle space and gather early interest for their June product launch.”

The biggest challenge Charlotte was producing against was timeline. Everything (venue, catering, vendors, activation buildout) had to lock in fast.

“The biggest constraint was timeline! We had very little time to align on the venue, catering, vendors, etc.”

Outdoor catering bar setup with beverages and glassware at Casa Ezra.

Why Casa Ezra

The venue brief was clear from the start: a real home that felt cozy and had a green space, with an open-concept kitchen so the food could sit as one of the centerpieces. The team also wanted outdoor moments where they could physically install Reolink products and show how the cameras work in an actual residential environment.

Casa Ezra hit every one of those requirements. It’s a 3,100 sq ft Upper West Side brownstone with 11-foot ceilings, a private garden with a wisteria-covered pergola, a curated collection of museum-quality art and mid-century furniture, and an open, airy kitchen. Once the Max Borges team saw it, the shortlist was short.

“From the moment we started planning the event, we knew we wanted a real home that felt cozy and had a green space. We wanted it to feel lived-in, so the media could really sense how it would feel to have Reolink in their own homes! An open-concept kitchen was also on the top of our list, since we wanted the entire event to have an open flow with the food being one of the centerpieces. Casa Ezra hit on all of these points. It was a beautiful brownstone in a serene neighborhood, the perfect getaway for busy media. The balconies and outdoor space provided us with many ways to install the Reolink products and show their true capabilities.”

The Reolink activation at Casa Ezra, May 19, 2026. Products were installed across the brownstone’s balconies, outdoor garden, and interior spaces so journalists could see the smart home cameras working in a real residential setting. Photography by Maria Skarr.

Booking Through Cocoon

This was Charlotte’s first time personally handling the booking process, and Cocoon was the first name that came up when the team started searching for real NYC homes to host the event. The walkthrough video and FaceTime tour of Casa Ezra were what finalized the venue choice.

“Once we decided we wanted to do the event in a real NYC home, Cocoon was the first company that came up in our searches and we immediately fell in love with the venues on the site, they matched our vision exactly. We could immediately imagine what Reolink would look like in a number of spaces on the Cocoon site. Additionally, the team was wonderful to work with from day 1. They jumped on a call with me immediately and made it clear that our event would be a top priority for them throughout every stage in planning. They immediately put my anxiety at ease!”

On the day, the on-site coordination was handled by Casa Manager Nafisa. Every Cocoon booking includes a dedicated Casa Manager who coordinates deliveries, vendor arrivals, and day-of logistics, so the production team can focus on the activation itself.

The Vendor Proposal That Surprised Her

For most producers, sourcing catering, photography, and videography under tight timelines is one of the hardest parts of the job. Charlotte flagged the vendor coordination through SuperConcierge as the biggest surprise of the process. She was expecting a handful of quotes and instead received a full, considered proposal.

“The proposal for catering, photography and videography blew me away! It was so detailed and beautiful, it made it so easy to weigh our options and decide what worked best for the event. I was expecting just a few simple quotes, but it was clear that the Cocoon team put the proposal together so thoughtfully! The Cocoon team had clearly understood our vision for the event and used that to help inform their vendor recommendations and we appreciated it so much. Usually finding vendors is one of the hardest parts of event planning but you all made it so easy.”

On Working with Cocoon

“Cocoon was genuinely a dream to work with. From helping us conceptualize the event to gathering vendor quotes to organizing countless packages, they were with us every step of the way. I felt so at ease throughout the entire process because of the support and guidance from the Cocoon team. I could not have done it without them!”

What’s Next

Max Borges runs media events across NYC throughout the year, with the heaviest concentration in the run-up to the holidays. Charlotte flagged floor plans and venue tours as the most useful content Cocoon can produce for producers like her.

“Floor plans and venue tours are always so helpful to help us envision where products could go within the venues!! The walkthrough video and FaceTime tour on Casa Ezra were what finalized our venue choice!”

You can find Charlotte on LinkedIn and read more about Max Borges Agency at maxborgesagency.com.

Book Your Next Media Activation

If you’re scouting brand activation venues in NYC or press day and showroom spaces, Cocoon’s collection of unconventional venues includes residential brownstones, lofts, and commercial spaces across Manhattan and Brooklyn. Every booking comes with a dedicated Casa Manager, walkthrough videos are available for every venue, and the team can arrange FaceTime or in-person tours so you can see the space before committing.

Send us an inquiry and we’ll help you find the right home for your next media event.

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