A beauty event venue at 393 Broadway for masterclasses, editor previews, product launches, and influencer activations. Live-projected demos, vanity stations, RGB Astera lighting, on-site content delivery. Trusted by Patrick Ta, TRESemmé, Amika, and Nordstrom.
NYC beauty workshop and masterclass venue for tutorials, launches, and press previews. Trusted by Patrick Ta, TRESemmé, Amika, Nordstrom, Olay.
Beauty masterclasses at LUME use a format built for sharing. A camera captures the artist's hands and face. The feed projects across the immersive walls in real time, so every guest sees a 6-foot-tall version of every brushstroke. Vanity stations face the demo area with products pre-set, so guests follow along while the technique projects behind them. RGB Astera spotlights with full color control mean swatches look the same on camera as in person, and the brand's reshoot budget stays where it belongs.
LUME Studios is the NYC beauty event venue brands and PR agencies trust for masterclasses, launches, editor previews, and influencer activations. 5,400 square feet at 393 Broadway with 360° projection mapping, camera-ready lighting, vanity stations, full bar, and on-site catering through LOFT 4's kitchen. Brands here include Patrick Ta Beauty, TRESemmé, Amika, Nordstrom, and Olay. TRESemmé's 72-hour New York activation featuring beauty masterclasses at LUME earned 195 media placements and 5.8 billion impressions per Glossy.
How It Works
Doors open at 6:30 PM. Guests arrive to immersive walls displaying the brand's hero campaign and a step-and-repeat moment for arrival photos. They check in, get gifting bags, and move into LOFT 2 where 60 vanity stations are pre-set with tonight's products. The artist takes the stage at 7. A camera captures their hands. The feed projects across the walls behind them, so every seat has a perfect view of every technique. Guests follow along with the products. The brand's creative director does a mid-event founder talk projected on the walls. At 8:30, guests move upstairs to LOFT 4 for a press dinner and Q&A. By 10, the team has 800 photos, 40 video clips, and 200 organic social posts going up.
Beauty masterclasses are one of five formats LUME runs. The others: editor previews (intimate format in LOFT 4 for senior writers), influencer gifting events (vanity activation in LOFT 2 plus reception in the Immersive Studio), product launches (custom 360° brand environments), and full-day press days. Every format gets the same production layer: camera-ready lighting, immersive walls customized to the brand, multi-camera capture, and same-day content delivery for the brand's social rollout.
Beauty events earn coverage when they produce something publishable. The 360° walls become a fully immersive brand environment for arrival photos that look editorial out of the camera. The live-projected demo format means every photo of the masterclass shows the technique at scale, not just an artist with their back to the audience. Same-day content delivery means the brand's earned media rollout starts while the event is still happening. See past beauty events for Patrick Ta, TRESemmé, and Amika, or book a walkthrough to see the immersive system, vanity setup, and kitchen in person.
5,400 sq ft across five levels with 360° projection mapping on every wall and floor. Custom branded environments built by our in-house team. RGB Astera spotlights with full color control. The room becomes whatever your event needs.
Michelin-caliber kitchen built with input from Michelin-star chefs. Bring your preferred chef or one of our trusted catering partners. Full bar service available with wine, beer, spirits, and custom cocktails crafted around your event.
17-speaker JBL spatial audio engineered for music and speech. Multi-camera capture, live streaming, professional mics, 4K displays in every room. Fast Wi-Fi and full electrical infrastructure for any production scale.
Broadway-facing marquee for arrival messaging. In-house photo and video team with next-day content delivery. Custom 360° projection content built for your event. Step-and-repeat installations, full event signage, and on-site coordination.
The 3,400 sq ft main floor + Basement lounge with 360° immersive projection mapping. Up to 200 standing, 120 seated. Custom-branded environments wall-to-wall, theater-grade 17-speaker JBL audio, RGB Astera spotlights, fast Wi-Fi, fully reconfigurable for any event format.
LOFT 4 is our intimate fourth floor space for up to 75 guests. Authentic SoHo cast iron loft setting with exposed brick from 1867, on-site Michelin-caliber kitchen with dining tables, and 4K display with Apple TV. Used for private dinners, executive meetings, masterclasses, press previews, and intimate brand events.
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LOFT 2 is a flexible second floor loft for groups up to 60. It comes with a large wall projections, high speed Wi-Fi, and a kitchenette, with layouts that move easily between conference, classroom, and workshop setups.
Use it on its own for lunch meetings, catered presentations, and workshops, or as a breakout room, green room, or VIP space alongside a larger event downstairs.
LUME Studios played host to a high-energy, visually immersive celebration with global DJ and producer Peggy Gou, in partnership with Don Julio 1942.
Investor day panel discussion captured under the immersive 360° projection with theater-grade audio.
Bombay Sapphire's Sensory Auction challenged the way we value and perceive artwork by auctioning off pieces not based on monetary value, but by sensory emotional response to the work.
Beauty masterclasses, makeup tutorials, hair masterclasses, product launches, editor previews, influencer gifting, beauty press days, founder talks, and integrated brand activations. We've worked with brands at every stage, from indie launches to global campaigns.
Yes. A live video feed of the artist's hands and face projects across 360° immersive walls in real time, so every guest follows the technique while applying the products. We did this for a recent Patrick Ta Beauty masterclass and it changed the format.
Yes. Permanent RGB Astera spotlights with full color control, plus camera-ready ambient lighting that makes makeup tutorials, swatching, and live demonstrations look professional on camera out of the gate.
Up to 100 in LOFT 2 with vanity stations (the most common format). Up to 65 in LOFT 4 for intimate editor previews. The Immersive Studio holds 200 standing for larger product launches.
Yes. The 360° projection walls become a fully immersive brand environment: product hero shots, campaign imagery, brand colors, custom motion graphics. See past beauty campaigns for examples.
Yes. Guest list management, on-site check-in, gifting coordination, photographer for editorial-quality images, and same-day content delivery for the brand's social rollout.
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