Brand Events
MAC Makeup Launch in Wuzhen
12 Jul 2019
Event Overview
MAC holds makeup launch at Beizha Silk Factory
The event took place on 12 July at the Beizha Silk Factory in Wuzhen
On 12 July, MAC, a brand under Estáe Lauder, held a makeup launch event at the Beizha Silk Factory in Wuzhen. The programme brought together invited guests and media, with actress Ci Wei appearing at the event as brand ambassador.
The former industrial site, previously used as a venue for the Wuzhen Contemporary Art Exhibition, was adapted for the launch and exhibition.
Event Setting
The site was transformed for the evening programme
Lighting and installations were arranged across the factory buildings
In the evaning, the factory was lit in red, reflecting the brand's visual identity, The industrial buildings and open spaces were used to create different areas for the event.
Light rain during the evening added to the atmosphere, as guests moved between indoor and outdoor spaces throughout the programme.
Exhibition Programme
The lunch included an exhibition open to the public
The exhibition ran from 13 to 19 July following the launch
Following the launch avent, the exhibition was open to the public from 13 to 19 July, Different sections of the factory ware used to present the brand's displays and installations.
Visitors were able to move through the site and experience the exhibition across multiple spaces.
The factory has been restored and adapted for exhibitions and events
Events and Activities in Wuzhen
Wuzhen continues to host a range of brand and cultural
events
In recent years, Wuzhen has hosted product launches, fashion shows, conferences, and cultural events across different venues, including the Wuzhen Grand Theatre and the International Convention and Exhibition Center.
These programmes have taken place across a variety of settings, from purpose-built venues to adapted historic sites within the town.
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