The Lost Records: Welcome to Velvet Cove

An immersive brand experience built on agency, co-creation, and belonging.
Welcome to Velvet Cove redefined what an immersive brand experience can be by inviting players to step inside the world of Don’t Nod’s Lost Records: Bloom & Rage and help shape it together. Rather than positioning fans as an audience, HAUS of PARK designed an experience where players became active participants, co-authors, and caretakers of a living narrative.
Set within the game’s universe, the experience unfolded as a playable extension of its lore. A purpose-built Discord acted as a diegetic space featuring a welcome center, a radio station, weekly missions, NPCs, and in-world characters who interacted with players live. Every interaction mattered. Players messaged characters, role-played, wrote fan fiction, and shared theories that influenced how the story evolved, giving them real agency and a sense of ownership over the world they were helping to build.
At the heart of the experience was MoviePalaceOnline.com, a fully playable, 90s-style website built in Unreal Engine. Designed as a mysterious artifact from the Lost Records universe, it functioned as an explorable narrative hub filled with hidden puzzles, corrupted files, and unfolding storylines. Progress required collaboration, curiosity, and collective problem-solving, reinforcing the feeling that the experience belonged to its players.
As the world expanded, so did the community. What began as a narrative bridge between The Lost Records: Bloom & Rage’s two-part release became a shared space where players formed rituals, exchanged letters with characters, created mixtapes for one another, and treated Velvet Cove as a place rather than a platform. The experience sparked organic fan-led conversation across Reddit, TikTok, Instagram, and X.
With over 24,000 players from 37 countries participating, 500,000 people reached organically across social platforms, and nearly 400,000 messages exchanged, Welcome to Velvet Cove demonstrates how immersive brand experiences can foster lasting connection by giving people agency, authorship, and a true sense of belonging inside the worlds they love.