During last week’s Mercedes-Benz Fashion Week, held for the first time at Lincoln Center, official sponsor American Express offered an array of fashion-related events and experiences exclusively to its cardholders. The centerpiece of the sponsorship program was a partnership with Architectural Digest in which the company commissioned renowned interior designer Bill Sofield to create the American Express Skybox, an exclusive space situated above Lincoln Center’s The Theater and The Stage venues, from which guests could view runway shows, listen to talks by designers and fashion editors and sip flutes of champagne.
According to Jessica Igoe, vice president of sponsorship marketing for global advertising and brand management at American Express, “Our cardmembers who come to the American Express Skybox have a genuine interest in the world of fashion, and love the opportunity to hear directly from top designers and industry voices in such an intimate setting.”
Between runway shows, Q&A’s with style icons like Tim Gunn, Tory Burch and Betsey Johnson, and panel discussions with fashion editors from the likes of Vogue and Lucky magazine, provided behind-the-scenes access. All the while, cardmembers could sample pastries, coffee, champagne and fruit, as well as passed hors d’oeuvres during the evening shows.
The design and décor of the space were conceived with equal parts function and style. Plush, silvery grey couches curved toward the glass viewing wall, allowing guests to turn comfortably toward speaker presentations after viewing the runways. Mirrored walls enhanced the perceived size of the space, while its focal point, a glowing red antique Chinese theater lantern, an original from the Grauman Chinese Theater in Hollywood, hung from the ceiling’s center and evoked the spectacle element of the fashion show.
Event production/management: Momentum Worldwide, New York City. Media relations: PMK*BNC, New York City. Talent procurement: William Morris Endeavor, New York City. Digital activation management: Digitas, New York City. Catering: Restaurant Associates, New York City. Onsite staffing: Two Dots, Torrance, Calif.