NEW YORK — As New York Fashion Week kicks off, MAC Cosmetics is seeing red — with the redesigned MAC Immediate media lounge swathed in the vibrant color.
“Red is a signal that there is something immediate going on,” said James Gager, senior vice president and creative director for MAC, who designed the space with architect Harry Allen. “It will make us stand out in a fresh, new way.”
While the Estée Lauder Cos.-owned brand has prominently featured its lounge (usually designed in the requisite, fashion-y black) in the tents in Bryant Park for the last three seasons, this time around, MAC executives imagined a new space, both in terms of the visual effect and the services offered. The redesigned lounge includes a circular, more social feel, a cappuccino machine, LCD monitors and areas where editors can check their e-mail and chat online with MAC makeup artists.
Another new feature of the lounge will be more of a day-to-night presence, with espresso and coffee served during the day and complimentary glasses of Veuve Clicquot champagne to sip at night. On Thursday, DJ Sky Nellor will spin at the lounge. And keeping with the celebratory spirit, MAC will host a party Saturday for Brazilian designer Rosa Chá at the Cabanas of the Maritime Hotel.
While the new lounge design also will be featured during London’s fashion week, where the company returns for its second season as an official sponsor, MAC will make its sponsorship debut during Milan Fashion Week, as well, according to MAC global president John Demsey.
“We’ve long been a backstage resource from the brand’s inception — in New York alone, we support over 55 shows; in London, Milan and Paris we have over 150 shows — and it’s just a progression in terms,” said Demsey of the brand’s new front-of-house presence in Milan. He added that MAC also would “love to move into Paris” in the future.
In addition, former Viva Glam spokeswoman Linda Evangelista will host a Viva Glam cocktail event on Sept. 18 during the London shows, where a donation will be made to an Indian AIDS organization on behalf of British designers. Evangelista also is scheduled to walk the runway for new designer Giles Deacon’s show. During Milan Fashion Week, Demsey said, Pamela Anderson is scheduled to appear in support of Viva Glam, as well.