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  1. Catering & Design
  2. Printing & Graphics

Fashion Week: Promotions Focus on Pampering Over Branding-Heavy Decor

Anna Sekula
February 15, 2011

Unlike the glam look of the Golden Globe suites in Los Angeles, the pop-up hotel environments of New York's Mercedes-Benz Fashion Week are simpler affairs, with minimal build-out and brand signage. However, similar to last month's West Coast efforts, the lounges inside the Empire Hotel are all about salon activities, with free blowouts, makeovers, manicures, and even fake tanning for the harried attendees of fashion's big showcase. Starting on Thursday, companies—including jewelry line Lia Sophia, Nintendo, and daily newspaper AM New York—plied editors, buyers, and celebrities with touch-ups from Bobbi Brown, haircuts by John Allan's, and manicures from Spa Chicks On-the-Go inside comfy hotel rooms.

Even official sponsors AOL and Mercedes-Benz pampered folks around the Lincoln Center campus, providing free beauty demos inside the AOL StyleList.com mobile "makeover bus" and free rides in the car company's new 2012 CLS 63 AMG.

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Photo: Jika González for BizBash
In the hotel's empty street-level space, salon Ricardo Rojas created a temporary storefront, supplying editors with free hairstyling, spray tanning, and makeup. The pop-up, which opened last Thursday and runs through this Thursday, also served as the debut of designer Gabriela Moya's line of ready-to-wear clothing.
In the hotel's empty street-level space, salon Ricardo Rojas created a temporary storefront, supplying editors with free hairstyling, spray tanning, and makeup. The pop-up, which opened last Thursday and runs through this Thursday, also served as the debut of designer Gabriela Moya's line of ready-to-wear clothing.
Photo: BizBash
From Thursday through Monday, AOL's StyleList.com parked its makeover bus at 65th Street and Columbus Avenue. The mobile marketing platform was outfitted with salon chairs, mirrors, and a lounge in the rear.
From Thursday through Monday, AOL's StyleList.com parked its makeover bus at 65th Street and Columbus Avenue. The mobile marketing platform was outfitted with salon chairs, mirrors, and a lounge in the rear.
Photo: Jika González
Inside AOL's bus, stylists gave demonstrations, including tips for applying makeup, new color trends in beauty, and the proper shaping and care of eyebrows.
Inside AOL's bus, stylists gave demonstrations, including tips for applying makeup, new color trends in beauty, and the proper shaping and care of eyebrows.
Photo: Jika González for BizBash
Stylist Brad Goreski and several fashion bloggers formed Mercedes-Benz's 'fashion enforcers,' a promotion that ran Thursday through Monday, in which they offered free rides to stylish people in a new four-door coupe.
Stylist Brad Goreski and several fashion bloggers formed Mercedes-Benz's "fashion enforcers," a promotion that ran Thursday through Monday, in which they offered free rides to stylish people in a new four-door coupe.
Photo: Michael Buckner/Getty Images for Mercedes-Benz
The set up for Lia Sophia's suite on the ninth floor of the Empire Hotel was simple, using display cases for the new collection of jewelry and comfortable furniture for lounging.
The set up for Lia Sophia's suite on the ninth floor of the Empire Hotel was simple, using display cases for the new collection of jewelry and comfortable furniture for lounging.
Photo: Sara Jaye Weiss/Startraks
Lia Sophia offered those who stopped by the suite free makeup touch-ups from Bobbi Brown cosmetics.
Lia Sophia offered those who stopped by the suite free makeup touch-ups from Bobbi Brown cosmetics.
Photo: Sara Jaye Weiss/Startraks
From Sunday through Tuesday, Nintendo took over the 10th floor of the hotel to show off its new portable gaming system, demonstrating the technology and capabilities of the 3DS in a uncluttered lounge.
From Sunday through Tuesday, Nintendo took over the 10th floor of the hotel to show off its new portable gaming system, demonstrating the technology and capabilities of the 3DS in a uncluttered lounge.
Photo: Marion Curtis/Startraks
Nintendo also supplied free manicures from Spa Chicks On-the-Go and makeovers from beauty brand Benefit.
Nintendo also supplied free manicures from Spa Chicks On-the-Go and makeovers from beauty brand Benefit.
Photo: Marion Curtis/Startraks
The suites weren't all for girly activities; on Monday AM New York and apparel company New Era created a man-friendly lounge on the hotel's eighth floor, with a grooming bar from John Allan's.
The suites weren't all for girly activities; on Monday AM New York and apparel company New Era created a man-friendly lounge on the hotel's eighth floor, with a grooming bar from John Allan's.
Photo: Jika González for BizBash
In addition to cocktails from Dewar's and music spun by DJ duo the Chainsmokers, AM New York and New Era's suite also had Phillip Bloch on hand to pick out hats and caps for guests.
In addition to cocktails from Dewar's and music spun by DJ duo the Chainsmokers, AM New York and New Era's suite also had Phillip Bloch on hand to pick out hats and caps for guests.
Photo: Jika González for BizBash
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