In Moscow’s crowded nightlife, Mikhail Danilov, the owner of the techno club Arma which used to operate as Mutabor, has spoken about how celebrity proximity can influence a venue’s fortunes. Reports from the Telegram channel Puree summarize Danilov’s view that Ivleeva’s involvement coincided with shifts in attendance and the club’s public image. The discussion sits at the crossroads of entertainment and business, where a single high-profile guest can fill a room on some nights and reveal reputational fault lines on others in the capital’s club circuit. According to Puree, the implications extended beyond a single evening and touched the club’s routine, bookings, and long-term brand stance.
Danilov stated that the club saw a noticeable slide in income and reputation following Ivleeva’s controversial naked party. He notes that a branding shift from Mutabor to Arma was attempted in hopes of reviving interest, yet the change did not restore the business to its former level. While there was talk of delivering profits through New Year’s corporate events, the actual results fell short of expectations, underscoring how quickly a public narrative can reshape financial forecasting and partner willingness. The episode became a reminder that branding decisions must be paired with consistent audience trust, especially in a market where buzz can turn quickly from booster to burden.
The owner pointed out that after the scandal, large clients paused or declined collaborations, even when discounts were offered. The reluctance to engage with the venue rippled through the professional ecosystem, affecting bookings for corporate functions, private events, and large-scale after-parties. Promoters and event organizers began weighing brand risk as they negotiated terms, and the rhythm of negotiations slowed as partners reconsidered revenue certainty. The slowdown reflected a broader truth about nightlife economics: reputational risk can translate into tangible delays, cancellations, and altered plans for the year ahead.
Ivleeva’s party occurred on December 20, 2023, and the dress code reportedly required guests to come half-naked. The guest list included prominent figures such as Ksenia Sobchak, Olga Orlova, Philip Kirkorov, Glukoza, Lolita Milyavskaya, Oksana Samoilova, rapper Vacio, and Dzhigan. Public reaction was sharply divided, with critics questioning the event’s premises while others defended artistic expression in nightlife. About two and a half months after the scandal, Mutabor rebranded to Arma, signaling a conscious shift to distance the venue from the earlier controversy and to pursue a broader programming strategy that could win back skeptical partners and audiences.
Despite apologies from Ivleeva and several colleagues who attended the party, the fallout persisted. A number of venues reportedly withdrew from bookings, and some financial agreements with the artists and their teams were terminated. The episode reverberated through the Moscow concert and club scene, illustrating how a celebrity moment can disrupt relationships among performers, venues, and promoters. It also highlighted the challenge of restoring trust in a complex ecosystem where public sentiment can swing swiftly and sharply.
Earlier Ivleeva had spoken about stepping away from the restaurant business, a move that added to the wider conversation about celebrity diversification and career risk. The Naked Party episode, paired with the club’s branding shift, became a touchstone for discussions about how personal actions affect professional opportunities and how nightlife brands navigate reputational damage while trying to regain momentum in a competitive market.