Skip to main content
EventsNews

MAC Cosmetics – Studio Radiance Foundation Launch at HERE at Outernet

MAC Cosmetics Brings Studio Radiance to Life at HERE at Outernet

When MAC Cosmetics set out to launch their new Studio Radiance Foundation, they wanted more than just a product unveiling — they wanted an experience that embodied the brand’s artistry, glamour, and bold creativity. HERE at Outernet was the perfect canvas for this vision, offering the flexibility and cutting-edge technology needed to deliver an unforgettable night in the heart of London’s Soho.

Overview

The event welcomed over 200 VIP guests, including celebrities, influencers, and beauty industry leaders, for an immersive journey celebrating the new Studio Radiance Foundation. From bespoke VIP arrivals to interactive experiences, every detail was designed to place guests at the centre of the action.

DSC05771 (1)
DSC07349
Twiggy239 (1)
DSC05890 (1)

Challenge

MAC needed a space that could handle complex production requirements:

  • Seamless guest flow with over 200 VIP vehicle drop-offs in bustling Soho.

  • A fully reimagined venue layout to replace traditional seating with interactive vanity stations.

  • Integrated backstage operations to accommodate makeup artists, PR teams, and talent.

  • World-class AV and staging to support live demonstrations, performances, and real-time social media moments.

Solution

HERE at Outernet’s versatile layout and technical capabilities allowed MAC’s creative team to bring their vision to life. Highlights included:

  • Bespoke VIP Arrivals – Coordinated vehicle drop-offs on Denmark Street, creating a smooth, polished entry experience.

  • Immersive Main Floor Design – Custom vanity stations placed guests in the heart of the action, blurring the line between audience and artistry.

  • Live Makeup Demonstrations – The mezzanine hosted real-time product showcases, enhanced by HERE’s state-of-the-art lighting and AV.

  • Creative Catering Touches – Guests enjoyed shade-matched chocolate truffles, a playful nod to the foundation’s range.

  • Seamless Production Backstage – Sister venue The Lower Third was transformed into a backstage hub with 40 makeup stations, PR offices, and private lounges, ensuring smooth operations throughout the night.

Results

The event was an extraordinary celebration of beauty and innovation. Highlights included:

  • Celebrity and Influencer Engagement – Fashion icons such as Twiggy and activist-model Munroe Bergdorf attended and performed, generating significant social buzz.

  • Immersive Brand Experience – Guests experienced the product firsthand, creating a deeper emotional connection to the brand.

  • Flawless Logistics – Despite the complexity of the production, guest flow and backstage operations ran seamlessly, reflecting both MAC’s and HERE’s commitment to excellence.

Key Takeaway

The Studio Radiance Foundation Launch was more than a product reveal — it was a masterclass in brand storytelling. By combining bold creative vision with HERE at Outernet’s technical capabilities and logistical support, MAC Cosmetics delivered a launch that was immersive, memorable, and perfectly aligned with their brand identity.

Ready to bring your event concept to life? Get in touch with our events team to discuss how HERE at Outernet can transform your next product launch, showcase, or celebration into an unforgettable experience.