After several years in locations including The Mall at Short Hills and The Westchester, Teen Vogue's pop-up store is leaving the mall for the first time and opening at Lincoln Center to take advantage of Fashion Week.
The Teen Vogue Haute Spot at 40 Lincoln Center Plaza, open from Sept. 8 through Sept. 15, will include events such as makeovers sponsored by Maybelline, book signings, a meeting with IMG Worldwide casting agents, talks with bloggers and editors, instruction on walking a catwalk, and "screenings" where visitors will see video from runway shows and hear from designers such as Jill Stuart, Philip Lim and Erin Fetherston.
In addition to Maybelline, the exclusive cosmetics sponsor, brands appearing at the Haute Spot include 7 For All Mankind, Aldo, American Apparel, Bebe, Guess, Jessica Simpson, Paul Frank, Roxy and Vera Wang Lovestruck. Deals vary by the marketer, but participants need to be an advertiser in the magazine.
"This is the first time since we launched Haute Spot in winter 2008 that we're going to take it out of the mall and into the urban market," said Sabine Feldmann, VP-publisher at Teen Vogue, which is part of Conde Nast. "What better location than right on campus of Lincoln Center during Fashion Week?"
"Everybody realizes that making Fashion Week accessible to the younger generation is really a good thing," Ms. Feldmann added. "Where Fashion Week is next to impossible to get into, this is going to be an open invitation for girls to come in."
Like most magazines' pop-ups, Haute Spot is less about the immediate bottom line than it is about generating awareness for Teen Vogue and its advertisers, Ms. Feldmann said.