The mother of makeup, Pat McGrath, is taking her namesake beauty brand to even higher heights in a new partnership with Bergdorf Goodman. Pat McGrath is widely considered the make-up artist of a generation. Every infamous millennial has experienced Pat’s touch, and her skills are called upon for a rich variety of editorial and advertising projects.
Now valued at more than $1 billion, she is expanding her empire with a first-of-its-kind pop-up shop at Bergdorf’s.
The pop-up at Bergdorf Goodman makes Pat McGrath Labs the first beauty brand to strike such a deal with the luxe NYC retailer, where she has a huge presence on its main floor.
The space’s design is inspired by a Japanese pachinko parlor and incorporates artwork from fans of the brand, including Instagram followers, into the pop-up, packaging and windows.
In honor of the Pat McGrath Labs pop up, Bergdorf’s Fifth Avenue windows are decked in Pat McGrath themed displays along with fashion from the spring 2019 shows.
The windows exude a “personal but raucous and celebratory vibe,” said Fargo, and include McGrath-approved references to Ziggy Stardust, Seventies space travel, neon and LED art, liquid gold, Blitz Kids and nightclubs.
“Bergdorf Goodman is the quintessential retailer and a global icon, and I am thrilled to have Pat McGrath Labs featured here in such a major way,” said McGrath. “This retail experience really gives us a chance to bring the brand story and my vision to life.”