NEW YORK — Going into season four, MAC & Milk, the Meatpacking District show venue, is evolving significantly.
This story first appeared in the February 9, 2011 issue of WWD. Subscribe Today.
Through the partnership with The Standard Hotel, MAC & Milk is creating a satellite venue for shows, presentations and events at the hotel’s High Line Room. MAC & Milk and The Standard are also teaming up on “Fashion Week Live!,” a new editorial site on live.milkmade.com that features updates on the venues, shows, parties and other initiatives, and is presented by AOL StyleList.
A collaboration with American Express will allow card members to buy packages to see shows and presentations by the likes of Vena Cava, Peter Som, Richard Chai, Erin Fetherston and Jeremy Scott.
Artists Mike Perry, DZine, and Kez Glozier created new graphics for MAC & Milk branding and collateral throughout the venues.
“We have a new lineup with some new designers, as well as a satellite operation at the Standard Hotel for presentations and shows, including some new emerging designers, which is a new dimension,” John Demsey, group president of The Estée Lauder Cos. Inc., said. “We have expanded the geographical territory of using the Meatpacking District.”
“It’s a community idea as well,” Mazdack Rassi, creative director of Milk Studios, said.
Other features include the DeLéon Concert Series; the “MAC & Milk Fashion Pack” app in partnership with Hipstamatic; a panel discussion themed “Made in the USA: What Should We Be Doing?” presented by Shopbop.com with panelists such as J Brand founder Jeff Rudes, Tommy Hilfiger, Andrew Rosen and Rogan Gregory, and an “IFB (Independent Fashion Bloggers) Evolving Influence Conference” with a keynote address by Proenza Schouler designers Jack McCollough and Lazaro Hernandez.
In total, MAC & Milk is working on 20 shows at Lincoln Center, 39 at MAC & Milk and 32 off-site shows.
Meanwhile, rumors are flying about IMG being in talks with MAC & Milk to possibly collaborate on future seasons in a strategic partnership that will see IMG help run MAC & Milk. Both MAC & Milk and IMG declined to comment on these rumors.