Beauty New York: Seamless Execution for a High-Touch B2C Beauty Event

Beauty New York

Client: Beauty New York | Event Type: B2C, Immersive Brand Experience

Objective

Create a consumer beauty event that encapsulates the energy of New York City and brings together brands and beauty lovers to drive growth, innovation, and connection, while also accounting for the specifics of executing an event in the iconic Oculus.

“The Oculus has specific occupancy, safety, security, and build-out restrictions that differ from more traditional event venues, requiring careful planning and collaboration to bring the experience to life.”

Meredith Loza

Senior Director of Marketing, Informa Markets

Solution

Hargrove designed, fabricated, and expertly executed the consumer-centric Beauty NY event inside the iconic Oculus venue, navigating complex design and logistical challenges including engineering, historic building regulations, crossdocking for freight delivery coordination, and a week of 24-hour on-site operations.

Beauty NY connected consumers with more than 30 brands with unique, immersive activations, product experiences, live demos, and masterclasses.