On Top of the MINI World

Fashion Week started with a big bang on Thursday night at the MINI Rooftop NYC, an event space in Hell’s Kitchen that has been transformed for an exclusive 10-day cultural event series. Hosted by international style publication, Dazed and Confused, the opening party featured a headline musical set by the band on everybody’s summer playlist, MGMT. No doubt the party had an electric feel from the cool LED lighting by Bentley Meeker to the energy of the crowd itself, which was comprised of fashion hipsters and celebrity fans of the band including model Jessica Stam, Gossip Girls Jessica Szohr and Nicole Fiscella, fashion’s favorite twin Mary Kate Olsen and singer Solange Knowles.

Based on MINI’s international campaign that seeks to find the best “Creative Use of Space,” the event program was designed to give artists including fashion designers, photographers, musicians and DJs a space to collaborate with others and a platform to promote their talent.

According to Jim McDowell, MINI Chief USA, “the right use of space can enrich our lives. It’s amazing what you can discover about the world when you view it from a rooftop.”

Designed by Marc Kushner and Matthias Hollwich of HWKN, an architecture and concept design firm, the MINI Rooftop NYC is a green space that features a man-made, grassy hill spotted with illuminated plexiglass “dimples” (which are seats). The Hill acts as a public place to people to sit, share, hang-out, meet each other and be creative.

The series, which was curated by Lyman Carter of Radar Entertainment, runs from September 4th to 13th and is full of exclusive daytime and nighttime events featuring icons of art, music, fashion, design and wellness. During the day, the rooftop is open to the public for yoga classes by Clay and various artist workshops. There is free WiFi, food and drinks by Pure Food and Wine at the creative café, Open Space. At night, VIP parties hosted by Good Magazine (with DJ James Murphy of LCD Sound System), Edun and V Magazine have been scheduled throughout the week.

But, hurry up and go…this urban oasis will be gone in a New York minute.

MINI Rooftop NYC is located at 465 10th Avenue (corner of 36th Street). Check the web site www.minispace.com to register for events and to view the full event calendar, party photos, video coverage and information on the program.

PHOTO CREDIT: Courtesy of MINI