The Lincoln Center can also provide more cutting-edge production capabilities like enhanced lighting and high-tech digital resources. For example, the main tent, The Theater, will display a video wall upstage, something that Bryant Park could never accommodate. IMG’s Director of PR Zach Eichman explains, “A lot of smart and good PR firms have tried to do these same things. They had to bring in all the equipment and hope it all worked in the two or three hours they had to set up. Now the hardware and infrastructure will be there and ready for them to use on-site.”
The biggest change is the increased exposure: Fashion Week will no longer be exclusive to only those with seats. Designers will have the option to live-stream their shows for the passer-bys, tourists, fashionistas, or whoever is curious in all the entertainment, glitz, glam, but most importantly, the products. This technology will be a powerful promotional tool for designers showing in New York; the ability to involve and reach more potential customers in the epicenter of the world is a great opportunity for renewal and growth. Eichman also recently revealed IMG’s new partnership with Fashion GPS, which will enable ticket holders to check themselves into multiple shows at once using special kiosks. This will limit the hassle and wait-time for guests attending the shows; once again, offering attendees a more luxurious experience.
Location wise, Lincoln Center is also optimal for transportation. The space is conveniently by the 1 train’s 66th Street/Lincoln Center station and is also blocks from the 59th Street/Columbus Circle stop, which serves the A/C and B/D lines. Moreover, Lincoln Center has one of the largest underground parking garages in the city, whereas parking around Bryant Park is typically a nightmare.
Because the Lincoln Center is home to sophisticated and highly cultural organizations like the New York City Opera, New York Philharmonic, and the New York City Ballet, refined music, art, and ballet lovers may feel tempted to join the “fashion insider’s club” this year. Tommy Hilfiger, who in the past has opted to run his shows separately, will join Mercedes-Benz this year. He reflects, “Lincoln Center has such a wonderful atmosphere and unparalleled sophistication.” And with Mercedes-Benz, IMG and sponsors like W Hotels Worldwide, American Express, and FIJI Water involved, there’s no doubt in our minds that New York’s upcoming Fashion Week (with its new address and everything) will be one to be remembered.
