Our Story
In 2011, a young executive invited a small circle of friends and “girl-next-door” women to his Meatpacking District loft. No stage. No spectacle. Just intimate lap dances, genuine connection, and a shared desire to feel something real.
Those underground gatherings soon moved into notable nightclubs and hotels throughout New York City. From them, Die Happy—the world-famous underground lap dance party—was born.
More than a hospitality brand, Die Happy became a lifestyle philosophy for men and women who dared to live freely.
In 2018, Die Happy opened Rosewood Theatre, reimagining the modern gentleman’s club. Hidden behind velvet curtains in Hudson Yards, Rosewood is part private cabaret, part social club, and something entirely its own—a sanctuary where sensuality, artistry, and the human experience continue to evolve.
Rosewood is not for everyone.
This space demands care, consent, and curiosity. Each night is a co-created experience, with every Artist and every patron contributing to the collective energy we all share.
We are not here simply to entertain you. We are here to invite you into an experience that goes beyond entertainment—an encounter with the unknown, the unexpected, and perhaps even the uncomfortable.
For those daring enough to accept, we have created a ever evolving world: a place to discover something new and, perhaps, rediscover something within yourself.
The last 15 years has been one big social experiment.
What happens next is up to you.
Come curious.
Our Evolution
2012
It began quietly. A small underground lap dance gathering at our Founders private men’s club, Lucky Guy, in New York City — an experiment that hinted at something waiting to emerge.
2013
The experiment continued with “Church,” a weekly speak-easy themed pop-up party at Griffin Nightclub. Word spread. A community began forming.
2015–2019
The movement expanded and Die Happy Tonight was born — a traveling series of underground lap dance parties hosted throughout New York City. From Haus, Taj and No. 8 Nightclubs, to Dream Hotel, Vinyl, Megu Restaurant, AM Southampton, Madam X, Lumos, thousands of guests entered a world that existed somewhere between nightlife and secret society.
2016–2019
The WLVS Membership Club was born, creating the first private community around the experience — a network of curious souls drawn to the same mysterious current.
2019
Our traveling world finally found a home. Rosewood Theater was born beneath HQ Gentlemen’s Club in Manhattan — transforming years of underground experimentation into a permanent stage.
2019
The story expanded beyond the walls of the theater with the launch of the Die Happy Tonight Podcast, sharing conversations from the culture surrounding the movement.
2024
The philosophy behind the experience took written form with the launch of I AM MEDICINE Magazine, exploring eros, power, and transformation.
2025
Rosewood featured in the film Anora, winning 5 Oscars from 6 nominations, including Best Picture.
2026
A new era begins. Rosewood undergoes a full renovation and rebirth — emerging as Rosewood - Theatre of Eros, the next evolution of our journey.
If you’re an artist, event producer or visionary that would like to weave your story with ours - please contact us.