Background & Objectives
MAC Cosmetics Studio Radiance Foundation launch
To mark the launch of the Studio Radiance Foundation, MAC Cosmetics aimed to create an unforgettable VIP experience that blended fashion, beauty, and artistry. The goal was to captivate an exclusive audience of celebrities, influencers, and industry insiders with an interactive and seamless event.
Immersive experience
Audience integrated with show
VIP arrival coordination
Bespoke drop-off service
Themed catering
Shade-matched confectionary
The Solution
Capture the essence of a high-end backstage experience
Every element was meticulously planned to reflect MAC Cosmetics’ bold creativity while highlighting HERE at Outernet’s flexibility and technical expertise.
HERE at Outernet was transformed into a luxurious, immersive space that captured the essence of a high-end backstage experience. Guests were seated around vanity stations on the main floor, evoking a sense of exclusivity and behind-the-scenes access that redefined the traditional product launch. This innovative setup was complemented by other creative uses of our venue:
Custom Backstage Facilities: Our sister venue, The Lower Third Clubroom, was converted into a fully equipped backstage hub. With 40 makeup stations, a PR office, and private F&B services, it provided a seamless preparation space while ensuring guest comfort and privacy.
VIP Arrival Coordination: To manage the arrival of 200 VIP cars in the heart of bustling Soho, we arranged a bespoke drop-off service on Denmark Street. This ensured smooth logistics and minimal disruption, with guests enjoying a quick 30-second walk into the venue.
Immersive Venue Design and Catering: The show unfolded directly within the audience, eliminating the need for a traditional stage and emphasising MAC’s innovative vision. Professional makeup artists showcased the Studio Radiance Foundation on the mezzanine level, while shade-matched chocolate truffles circulated the floor, creating a chic and cohesive experience that celebrated the product in every detail.
To manage the arrival of 200 VIP cars in the heart of bustling Soho, we arranged a bespoke drop-off service on Denmark Street. This ensured smooth logistics and minimal disruption, with guests enjoying a quick 30-second walk into the venue.
English model and activist Munroe Bergdorf helped to create an unforgettable VIP experience that blended fashion, beauty, and artistry.
Results
High-impact experience left a lasting impression
The Studio Radiance Foundation launch was a resounding success, offering an immersive, high-impact experience that left a lasting impression on attendees.
Highlights included:
- A captivating performance environment where celebrities and VIPs, including the iconic Twiggy, mingled with artists and performers.
- Effortless handling of complex logistics, earning praise from MAC Cosmetics’ leadership.
- A powerful demonstration of HERE at Outernet’s capacity to host luxury events, cementing its reputation as a premier venue for experiential brand activations.
"Every element was meticulously planned to reflect MAC Cosmetics’ bold creativity while highlighting HERE at Outernet’s flexibility and technical expertise.
Mathilda Blythe, Head of Events, Outernet Venues