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This story first appeared in the September 6, 2013 issue of WWD. Subscribe Today.
When artist Hunt Slonem threw open the doors of his vast West Side studio to host the press event for L’Oréal Paris’ Voluminous Butterfly Mascara, launching in October, the result was social-media magic. Editors were enchanted by Slonem’s atelier, a 25,000-square-foot space where every inch is covered in something interesting to look at, be it the artist’s own paintings of butterflies and birds and rabbits, his eclectic collection of ecclesiastical chairs or the countless bibelots arranged in tableaux throughout the space. For attendees so inclined, it was Instagram (and Twitter) heaven. Here, a sampling of the social- media coverage the event garnered.