Brand Events

MAC Makeup Launch in Wuzhen

12 Jul 2019

Event Overview

MAC holds makeup launch at Beizha Silk Factory

The event took place on 12 July at the Beizha Silk Factory in Wuzhen

On 12 July, MAC, a brand under Estáe Lauder, held a makeup launch event at the Beizha Silk Factory in Wuzhen. The programme brought together invited guests and media, with actress Ci Wei appearing at the event as brand ambassador.

The former industrial site, previously used as a venue for the Wuzhen Contemporary Art Exhibition, was adapted for the launch and exhibition.

Event Setting

The site was transformed for the evening programme

Lighting and installations were arranged across the factory buildings

In the evaning, the factory was lit in red, reflecting the brand's visual identity, The industrial buildings and open spaces were used to create different areas for the event.

Light rain during the evening added to the atmosphere, as guests moved between indoor and outdoor spaces throughout the programme.

Vanue Background

The factory has been restored and adapted for exhibitions and events

The site was originally built in the 1970s and later redeveloped

The Beizha Silk Factory was originalhy established in 1970 and later fell out of use, lt was acquired and restored by Wuzhen Tourism, with the original structure preserved and adapted for new use.

The site now consists of multiple connected buildings, including exhibition halls, service areas, and pulblic spaces, supporting both indoor and outdoor programmes.

Exhibition Programme

The lunch included an exhibition open to the public

The exhibition ran from 13 to 19 July following the launch

Following the launch avent, the exhibition was open to the public from 13 to 19 July, Different sections of the factory ware used to present the brand's displays and installations.

Visitors were able to move through the site and experience the exhibition across multiple spaces.

Events and Activities in Wuzhen

Wuzhen continues to host a range of brand and cultural

events

In recent years, Wuzhen has hosted product launches, fashion shows, conferences, and cultural events across different venues, including the Wuzhen Grand Theatre and the International Convention and Exhibition Center.

These programmes have taken place across a variety of settings, from purpose-built venues to adapted historic sites within the town.