EVENT PRODUCTION: MCoBeauty Australian Fashion Week Consumer Event

Aug 18

Situation:

On Thursday, 15th May, MCoBeauty transformed the Royal Darlington Hotel into a vibrant, fashion-forward oasis, bringing the energy and excitement of Fashion Week directly to the consumer. In a bold activation executed and hosted by Movement Agency, the entire venue was reimagined as The MCoBeauty Bar, a dazzling, immersive experience open to all.

Guests were treated to an array of free, interactive experiences including a branded photo booth, a beauty touch-up station and custom airbrushed baby tees created on the spot by live spray airbrush artists. The space itself was a dreamscape of draped fabrics, soft lighting and lush décor, creating the ultimate backdrop for an evening of beauty, fashion and fun.

The atmosphere was electric with tunes by DJ Ariana Sunshine, while pink gin spritzers flowed and guests enjoyed MCoBeauty branded burgers and fries. The Royal Darlington, located directly across from Carriagework (the epicentre of Fashion Week’s runway shows) proved the perfect location for capturing foot traffic and fashion fans.

This bespoke event, produced in collaboration between MCoBeauty and Movement Agency, perfectly embodied MCoBeauty’s ethos of inclusivity and accessibility, with hundreds lining the streets to get in.

Strategy:

In collaboration with MCoBeauty, Movement Agency developed and executed a comprehensive event production strategy to celebrate the MCoBeauty Bar during Fashion Week. The goal: to make every guest feel like “Everyone’s a VIP.” The event generated significant online buzz and high-quality user-generated content, cementing MCoBeauty’s position as the go-to brand for affordable beauty and inclusivity.

Held at The Royal Darlington Hotel in Sydney’s inner west, the venue blended casual accessibility, proximity to Fashion Week and the bones for complete transformation. From carefully curated styling to thoughtful touches like MCoBeauty branded burger wraps and fries boxes, every detail was a seamless reflection of the brand’s ethos and aesthetic.

The space was designed to encourage guests to interact, unwind, and immerse themselves in the experience. A major highlight was the iconic draped gift bag wall, with over $20,000 worth of prizes up for grabs leaving guests excited, engaged, and truly looked after throughout the night. Guests handed their a MCoBeauty Bar Ticket (which they received upon arrival) to a white gloved hand that swapped it for a gift bag full of MCoBeauty goodies as each guest exited the event.

The event overall was a huge success, with a plethora of organic content going live across social media as well as press coverage across Time Out, News.com.au and many more.

SERVICES PROVIDED: