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2010 April 29

Mercedes-Benz Fashion Week at Lincoln Center: Here's What to Expect!

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Mercedes-Benz Fashion Week at Lincoln Center Mercedes-Benz Fashion Week at Lincoln Center
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(NEW YORK) Mercedes-Benz Fashion Week has officially moved uptown. This morning, IMG (parent company of The Daily) unveiled its new plans for the Fashion Week venue at Lincoln Center via a press conference at the David Rubenstein Atrium at Lincoln Center. The industry's major players, from Anna Wintour to Elie Tahari to every PR chief in town, assembled to learn about the festivities from IMG's Peter Levy, Christina Neault and Zach Eichman, Lincoln Center fashion director Stephanie Winston Wolkoff, CFDA president Diane von Furstenberg, Mercedes-Benz's national manager for brand experience marketing Lisa Holladay, and Patrick M. Murphy, director of the fashion/retail team at the Center for Economic Transformation at NYCEDC.

"We can't think of a better partnership than Mercedes-Benz Fashion Week and Lincoln Center," said Murphy before noting that fashion week brings in a quarter of a million dollars into the city's economy every year. "It's a whole new era," said von Furstenberg. "We took a lot of field trips around the city, which was fun...but we really want to make New York's Fashion Week the most exciting one in the world." Winston Wolkoff identified the myriad means of transportation to and from Lincoln Center before pronouncing the renewed committment to "organize, centralize, and modernize" the event. Mercedes-Benz has signed on as title sponsor through 2013.

So what should you expect in September? Well, there is no more "Tent," at least not in name. The largest runway venue in Damrosch Park on the Lincoln Center Campus is known as the Theater. It will accomodate 969 guests, has black carpet and a straight or U-shaped runway. It will feature an upstage video wall and a larger backstage. The Stage is a white venue with a red carpet and stadium seating; it will accomodate around 750 guests. The Studio will be grey with a grey lined roof and a runway at floor level; it can hold 340 guests. The Box is a presentation space lined in black, measuring about 50 feet by 50 feet. Designers will be able to shoot lookbooks in that space. The Courtyard is a glass-walled, tree-filled courtyard that will serve as a venue for informal presentations. Additionally, Winston Wolkoff is currently identifying other presentation venues in the brick-and-mortar spaces on the Lincoln Center campus, which will be available for workshops, parties, lounges, and more.

In terms of organization, IMG has partnered with Fashion GPS to streamline press registration and guest check-in onsite. Current FashionGPS subscribers can access IMG's seating plan within the current system. Mercedes-Benz Fashion Week at Lincoln Center will also offer an expanded press rooms, a new designer seating system, and multiple restaurants and cafes. And that's just the beginning. Stay tuned for more details in the months ahead; Mercedes-Benz Fashion Week at Lincoln Center will occur from September 9-16. "The people who want us, I like better," said von Furstenberg, citing how warmly the event was embraced by Lincoln Center. "That's how I deal with rejection."



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