How NYFW Inspires Elevated Brand Experiences

January in New York City is bustling in preparation for NYFW season, and we love it! We have been noticing a shift in recent years with more events - and it is one we really love. Fashion feels more thoughtful right now. There is more care, more intention, and more attention to how people actually experience these moments, not just how they look.

At Primp Events, we often take part in the moments that surround Fashion Week - the brand activations, pop-ups, corporate gatherings, and creative events that happen right before, during, and just after NYFW. Fashion Week has a way of inspiring companies and brands across industries to show up differently, and we love supporting those experiences when teams want to create something thoughtful, elevated, and guest-centered like Hair Styling Events, Manicure Events, Makeup Services and a very popular service these days - arm and hand massage services.

From our perspective, this focus on experience makes complete sense. Fashion Week is exciting, but it is also fast and demanding. Creating moments of care within that energy can completely change how an event is remembered. Sometimes it is not the biggest production that leaves an impression, but the way a space makes people feel.

For us, that is what modern luxury looks like - more intention and a better experience. And we are grateful to partner with brands who care about that too. If you are interested in collaborating for a Premium Spa Event, please reach out to us at Info@PrimpEvents.com or call us directly at (212) 217-6038.

PRIMP EVENTS AT WAYFLYER’S HOUSE OF BLACK FRIDAY

Over Thanksgiving holiday weekend, Primp Events had the sweetest time partnering with Wayflyer for their “House of Black Friday” pop-up on the Lower East Side. The whole space at 95 Rivington had that fun, bustling energy you only get when people are discovering something new - racks of eclectic brands all under one roof. The space featured clean-beauty staples like Act+Acre, elevated fragrance moments from Dossier, thoughtfully designed pieces from Marcella NYC, and wellness finds from Plant People and Masa Chips, plus candles, clothing, beauty discoveries, and complimentary coffee, matcha, and snacks. It felt more like wandering through a really cool friend’s apartment than a typical shopping event.

While guests explored everything the pop-up had to offer, we brought a little moment of calm into the mix. Our team at Primp Events was set up for mobile chair massages, mobile hair styling and makeup touch-ups, and honestly, our services ended up being one of the main lures that kept people inside longer. You could literally watch the stress melt off someone’s shoulders the second they sat down. It was such a nice contrast to the usual Black Friday rush; instead of scrambling for deals, people were relaxing, chatting, and taking a breath.

One guest told us she had been running around the city all morning and basically wandered in because she “saw a massage chair and surrendered.” Ten minutes later, she floated out of the chair, did a full loop around the vendors, and left with a big smile on her face. Those little interactions are my favorite part of events like this - you get to see people reset, and then go enjoy everything around them.

By the end of the day, the House of Black Friday felt more than a pop-up; it felt like a cozy mix of community, self-care, and discovery. We loved being a part of it, and hope to see Wayflyer next year downtown.

TOP CORPORATE HOLIDAY PARTY TRENDS in NYC for 2025

The holiday season in New York is always so lively and exciting! Offices start celebrating, planners look for fresh ideas, and everyone wants an event that feels meaningful. This year, the biggest trend we are seeing is simple: experiences that help people relax, connect, and genuinely enjoy being together. And wellness is leading the way.

More companies are choosing to bring on-site beauty and spa services into their holiday plans: quick manicures, on-site facials, chair massages, and our very popular service of ours this year - hand and arm massages. At Primp Events, we see how these small touches change everything. A manicure station becomes a gathering spot for coworkers to chat and laugh. A ten-minute chair massage gives someone the first real pause they have had all week. A facial to make your skin feel clean and fresh. And lastly, a hand and arm massage to relax our overworked hands and fingers from typing so much. 

The trend is clear: holiday events are becoming more experiential, more personal, and more thoughtful. A mobile spa setup fits right into that. It feels luxurious without being over the top, and guests always remember how it made them feel.

Whether your event is in a Midtown office, a SoHo loft, or a cozy private space, these wellness experiences add something special without complicating the night. If you want your holiday celebration to feel modern and memorable, a touch of pampering is the easiest way to get there. Primp Events are here when you are ready to create something beautiful for your team.

AN OUTDOOR SPA EXPERIENCE WITH PRIMP EVENTS

A few years ago, we received a phone call that would shape the future of Primp Events - a request to create a Corporate Wellness Event in Central Park, complete with hair styling and chair massage stations.

We set up five spa stations right in the center of the park. As employees relaxed with scalp massages and hair styling services, they watched tourists stroll by - and a few adorable dogs too. The sun was shining, everyone was chatting and smiling, and we realized something special: outdoor wellness is a great thing.

That day marked the beginning of our journey with outdoor spa events for us to offer our clients - and we have been bringing calm, beauty, and care to open-air settings ever since.

What Works for Outdoor Spa Events

Over the years, we have discovered what makes outdoor experiences unforgettable: keep it simple, stay flexible, and focus on how people feel when they leave.

• With our Birkenstock event, we designed multiple foot and leg massage stations next to each other that had guests saying, “I could stay here all day.” Easy smiles and great conversations followed naturally.

• At Riverton Apartments Family Day, our 10-minute chair massages became the day’s favorite “pause button,” giving families a few moments of peace amid the fun.

• Sally Beauty, we focused on hair styling services with Sally Beauty Products for anyone that walked by.

• For a luxury apartment community community, we created mobile facial, manicure, pedicure, and hair styling stations on their outdoor terrace so residents could drop in and indulge on a sunny Sunday morning.
  

Different settings, same outcome: effortless hospitality that people remember long after the event ends.

How We Make It Happen

We have refined the art of hosting spa-style experiences anywhere—parks, courtyards, rooftops, or even bustling city plazas.

Our team handles everything: flow, furniture, equipment, displays, products, tools and setup. Whether you want five-minute hand or arm massages that fit into a busy schedule or ten-minute sessions that help guests truly reset, we will design an experience that works for your space and audience.

At Primp Events, we believe small moments create lasting impressions. Guests may arrive a little stressed, but they will always leave a little lighter, calmer, and happier - that is the true measure of a successful event to us.

Ready to Host Your Own Outdoor Spa Event?

Let’s bring a touch of calm and connection to your next gathering - whether it is in the middle of a bustling plaza, tucked into a leafy garden, or right under the open sky of Central Park. We re ready when you are. Contact Anna@PrimpEvents.com or call (212)217-6038 to start planning your outdoor spa experience.

NEW YORK FASHION WEEK

There is something about New York Fashion Week (NYFW) that makes the city feel alive in a whole new way. Everywhere you look, there is a buzz of creativity—Designers, Models, Makeup Artists, Stylists - all adding their touch to the season’s conversation about style and beauty. 

This Fall, we had the pleasure of working with one of my favorite companies, J.Crew, at a private event in Manhattan. We provided on-site spa manicures and relaxing chair massages for their employees. It was J.Crew’s way of going the extra step: pairing timeless fashion with thoughtful pampering. And of course, everyone loved it! One guest told us her manicure was the perfect finishing touch to her look. Another said the chair massage was exactly what she needed after a busy week in the city. Simple services that created lasting moments with people. That is what we do best.

For us, that is the heart of NYFW too. It is not only about what is on the runway, it is about how people use beauty to feel confident, comfortable, and completely themselves. We see that connection every day, and it is why we love doing what we do.

NORDSTROM GETS IT

Every time I walk into a Nordstrom store, I have the same feeling: Nordstrom gets it! Their stores look and smell beautiful, they know how to be in style yet accessible, and their sales team is knowledgeable and very helpful. And they proved it once again at their recent annual anniversary sale. We were hired to provide our mobile chair massage services to customers who made purchases during the sale. This was on top of some really big price cuts, and it was just Nordstrom going the extra step to say thank you to their customers. And no surprise, their customers absolutely loved the spa service!

We provided our relaxing chair massage services to every customer who hit a certain threshold. Retail therapy followed by massage therapy is a powerful combination. A small gesture in the scheme of things. I am sure it boosted their sales, not to mention it made for some really, really satisfied customers. For many years, I honestly thought our spa services would be a great way to reward and incentivize customers, and of course, Nordstrom is the one to do it.  If you are looking for a way to incentivize your customers, mobile spa services are a great way to do it. 

Anyway, it was such a great day at Nordstrom, and we loved being a part of their Anniversary Sale.  Nordstrom-you rock!