“It doesn't feel like virtual is a pivot—it just feels like it's another new exciting lane to be in,” said Tiffany Green, director of production at New York-based event management company Industria Creative.
Green was speaking to a recent event she and her team produced for YSL Beauté. Intended to introduce rocker Lenny Kravitz as the new face of the brand’s Y fragrance, the virtual launch took place Sept. 17 in the midst of New York Fashion Week—and pulled out all the stops to create a gathering that didn’t skimp on luxury. In addition to a live conversation with Kravitz, the L'Oréal-owned brand hosted a series of virtual rooms that included a DJ set with Va$htie, a performance from rapper Aminé, a masterclass with famed bartender Jeremy Le Blanche, a virtual photo booth, and a lively chat function.
-BizBash
