At the intersection of old-school retail and new-school technology stands Regency’s 101 7th Avenue. Once exclusively leased by Barneys New York, the 56,870 SF retail condominium was recently activated by the likes of Google and Amazon to serve as a dynamic venue for pop-up events that are redefining the standard.
Taking the events to the next level, Michelle Szeneitas, Senior Property Manager at Regency Centers, teamed up with Hush Events NYC to create experiential opportunities for each brand. Hush bridges the gap between luxury real estate and bespoke events by working with developers to design customized event programming for one-of-a-kind spaces.
“The ARt of Beauty” by Pat McGrath Labs x Shop with Google
Images: Hush Events NYC
Shop with Google partnered with award-winning beauty brand Pat McGrath Labs to host “The ARt of Beauty,” a weekend pop-up designed to reintroduce guests to Google’s augmented reality (AR) technology. The AR Beauty tool, which launched in December 2020, brings a whole new meaning to online shopping — giving buyers the ability to test out beauty products from the comfort of their homes, all within the Google app.
“The ARt of Beauty” was a full-circle shopping experience, featuring a mix of in-person and virtual experiences that gave attendees “a glimpse into the world of Pat McGrath.” Upon entering the building, guests were led through an LED tunnel, accompanied by a voiceover from Dame Pat McGrath herself, into a gallery-style museum showcasing the brand’s evolution. Guests could also book a session with a brand makeup artist at the former Barneys beauty counter, as well as shop the collection and enter product giveaways.
Images: Hush Events NYC
Drag queens, including the legendary RuPaul, modeled makeup looks using Pat McGrath Labs products. But the star of the show was Google’s AR Beauty tool, which allowed guests to virtually “try on” products, including the brand’s new line of Mothership eyeshadow palettes.
The event was a playground for beauty enthusiasts, makeup innovators, and industry disruptors, attracting nearly 20,000 people over the course of the weekend.
Amazon Holiday Activation
During the holidays, Amazon took advantage of the space to host an internal event for partners and press, bringing the charm of a 1950s department store to life within the walls of the former Barneys. The buildout featured a modern aesthetic, with gold foil adorning the walls and vignettes of Amazon products, including toys, beauty items, and clothing, added a retail element.
Although the pop-up was an intimate affair, notable celebrities Sarah Jessica Parker and Emma Chamberlain added a touch of star power to the event. SJP hosted a “styling” section, where guests could take advantage of a photo opportunity, and Emma hosted an espresso martini bar.
The space at 101 7th Avenue is awesome, and I’m super happy to be using it as a canvas to create these unique experiences,” said Sara Altobelli, Partner at Hush Events NYC. “Michelle has been an absolute rockstar to work with. We’re excited to partner with Regency Centers on future events.