MAC Makeup Launch in Wuzhen

On 12 July, MAC, an Estée Lauder brand, hosted a makeup launch at the Beizha Silk Factory in Wuzhen. Blending industrial heritage with creative design, the event demonstrated how historic spaces can be reimagined for contemporary brand experiences.

On 12 July, MAC, part of the Estée Lauder Companies, presented its latest makeup launch at the Beizha Silk Factory in Wuzhen. The event welcomed invited guests, media representatives, and brand partners, with actress Ci Wei attending as the brand ambassador for the occasion.

Once an important industrial site and later a venue for the Wuzhen Contemporary Art Exhibition, the Beizha Silk Factory was transformed into an immersive event space for the launch. Lighting installations and exhibition displays were carefully integrated throughout the historic buildings, creating a dialogue between the site's industrial character and MAC's bold visual identity.

As evening fell, the factory was illuminated in the brand's signature red, with both indoor and outdoor areas activated for product showcases, guest experiences, and social gatherings. Light rain added a distinctive atmosphere, allowing visitors to experience the venue from different perspectives while moving through the interconnected spaces.

Following the launch event, the exhibition remained open to the public from 13 to 19 July. Visitors explored a series of themed installations and product displays spread across the former factory, demonstrating how adaptive reuse can create engaging cultural and commercial experiences within a heritage setting.

The event reflects Wuzhen's growing role as a destination for internationally recognised brands seeking distinctive venues for product launches and experiential marketing. Alongside purpose-built facilities such as the Wuzhen Grand Theatre and the Internet International Convention & Exhibition Centre, the town's historic architecture provides a diverse portfolio of event spaces that combine authenticity with flexibility.

By reimagining an industrial landmark as a contemporary brand destination, the MAC launch showcased how Wuzhen continues to bridge culture, creativity, and commerce, offering memorable settings for world-class events.