Self magazine has always been the health-minded sibling in Condé Nast's stable of women's mags. To emphasize its dedication to wellness, the mag's second annual Self Center—an advertiser-friendly temporary location that’s part spa, part retail shop, and part special event venue—altered its mission slightly. Last year's center coincided with the magazine’s 25th anniversary, and was built to be a live version of the magazine. While that goal hasn’t changed, it has been expanded to turn the monthlong promotion into a fund-raiser for 11 different organizations, including the Susan G. Komen Breast Cancer Foundation and the Young Survival Coalition.
During last year's promotion, the magazine donated $200,000 to breast cancer causes, but this year that mission became a bigger focus, and the center is open for most of October, which is Breast Cancer Awareness Month. "One thing we learned last year is that a lot of [breast cancer] survivors came to the center and asked if we'd done this for them," said Kimberly Anderson Kelleher, Self's vice president and publisher. "Technically, the answer was no. But that had so much to do with the planning this year." Kelleher’s goal for the center this year is to raise half a million dollars for those charities during the center's run September 27 through October 21. (Entry to the center is free, but proceeds from the spa treatment fees and tickets for special events at the center will go to the nonprofits.)
Another difference this year is the location. While last year's center was in a renovated townhouse on Morton Street, this year it's housed in a more foot traffic-friendly locale: the former Pier 1 store on Fifth Avenue at 40th Street. It's an airy, all-white, three-floor venue that consists of a main level with goods on display from sponsor companies like Method and Rockport; a basement spa with eight treatment rooms, a smoking cessation room, and a mammography room; and a top-floor spa check-in center and retail space. Because of the prominent address, Kelleher expects to attract upwards of 15,000 attendees—a dramatic increase from the 6,000 people who visited the Greenwich Village house.
A team from Self, including editor in chief Lucy Danziger and associate publisher of marketing Kimberly Fasting Berg, oversaw the creative direction of this year’s center. (Last year, Self's promotion projects director Dana DeVito planned the event; she has since moved on to Cargo). Anderson Hannant's Frederick Anderson returned as event designer and producer. For the center's launch on September 26, Match Catering and Eventstyles provided healthy hors d'oeuvres. (Several recipes were taken straight from the pages of the magazine, including seared beef rolls with cucumber, green apple, red pepper, blue cheese, and pea shoots; and butternut squash and fontina pizza.) And in keeping with the all-white atmosphere, clear beverages, like white wine and Bacardi Breeze cocktails, were the drinks of choice.
—Erika Rasmusson Janes
Related Stories
Self Takes Town House for Monthlong Promo
Illy Buzzes Manhattan With Temporary Café
Celebs Get Lucky at Upfront Lounge
During last year's promotion, the magazine donated $200,000 to breast cancer causes, but this year that mission became a bigger focus, and the center is open for most of October, which is Breast Cancer Awareness Month. "One thing we learned last year is that a lot of [breast cancer] survivors came to the center and asked if we'd done this for them," said Kimberly Anderson Kelleher, Self's vice president and publisher. "Technically, the answer was no. But that had so much to do with the planning this year." Kelleher’s goal for the center this year is to raise half a million dollars for those charities during the center's run September 27 through October 21. (Entry to the center is free, but proceeds from the spa treatment fees and tickets for special events at the center will go to the nonprofits.)
Another difference this year is the location. While last year's center was in a renovated townhouse on Morton Street, this year it's housed in a more foot traffic-friendly locale: the former Pier 1 store on Fifth Avenue at 40th Street. It's an airy, all-white, three-floor venue that consists of a main level with goods on display from sponsor companies like Method and Rockport; a basement spa with eight treatment rooms, a smoking cessation room, and a mammography room; and a top-floor spa check-in center and retail space. Because of the prominent address, Kelleher expects to attract upwards of 15,000 attendees—a dramatic increase from the 6,000 people who visited the Greenwich Village house.
A team from Self, including editor in chief Lucy Danziger and associate publisher of marketing Kimberly Fasting Berg, oversaw the creative direction of this year’s center. (Last year, Self's promotion projects director Dana DeVito planned the event; she has since moved on to Cargo). Anderson Hannant's Frederick Anderson returned as event designer and producer. For the center's launch on September 26, Match Catering and Eventstyles provided healthy hors d'oeuvres. (Several recipes were taken straight from the pages of the magazine, including seared beef rolls with cucumber, green apple, red pepper, blue cheese, and pea shoots; and butternut squash and fontina pizza.) And in keeping with the all-white atmosphere, clear beverages, like white wine and Bacardi Breeze cocktails, were the drinks of choice.
—Erika Rasmusson Janes
Related Stories
Self Takes Town House for Monthlong Promo
Illy Buzzes Manhattan With Temporary Café
Celebs Get Lucky at Upfront Lounge
All-white furniture and colorful flowers fill the Self Center, Self magazine's monthlong, advertiser-friendly venue that's part spa, part retail shop, and part event center.
Frederick Anderson of Anderson Hannant filled lounges with white furniture.
Ecco displayed its footwear on blond wood tables.
Match Catering and Eventstyles catered the Self Center kickoff party on September 26 with recipes featured in the magazine.
