the fall of Beautycon

Prior to lockdown I never got the chance to go to Beautycon, but as someone who has been perpetually online for a long time I had always heard stories from it. This year I was finally able to go to Beautycon since it has been bought and brought back, but I admit I went in with high expectations based on everything I had heard whether from youtube videos or my friends who had attended years past as an influencer or working with a company. Let's talk VIP, free product, little decorations, oh and concrete. So. much. concrete.

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[snoodledumpling]

It's giving 'unpermited pop-up flea market in illegally converted warehouse'.

[SoaringLettuce]

All the talk about concrete made me disappointed the concrete convention is called World of Concrete and not *CONcrete*

[caustic]

I like to imagine that someone, somewhere is watching all of Swell's videos, furiously taking notes like "curtains! yes! vinyl decals! museums... are things!" so they can create the perfect convention.

[shoobamocha]

Petition for those of us who would LOVE the full bag haul video

[bcxanth]

Based on the footage you shared I 100% would have believed if you'd ssid this was held in a parking garage.

[Shadmockk]

I don't know why brands would ask people to follow them on tiktok to learn more about them while you're at a convention? Like im there just tell me??

[katburgess]

As always, Swell tells me about events I didn't even know existed so I can go tell others about them

[librarianontheloose]

Woof those florals are FIGHTING the good fight against that Brutalist/Industrial architecture. It's like a bunch of Taylor Swift fans dropped in the middle of a Gwar concert.

[galgalliel]

The way the floor is laid out is.... fascinating, truly, to me.
I know that there's many, many ways you can make a building and I haven't been in every con center on earth but I have been in both mid-construction buildings and several con halls. This location looks like a building that never got a fitout or tenant, not that its really meant to be a con center with the sheer amount of columns everywhere and the lighting being super minimal. The VIP lounge looks more finished but imo, still like it has a bunch of temporary systems. (The fact that you can see a sprinkler head in full view protecting under a ledge but the floor looks smooth/polished is making me think that.)
At 22:60 the column looks like it says "10 D FULL HEIGHT CLEAR [idk]" alright yeah, I'm fully convinced this building isn't even brutalist, it's just straight up unfinished lmao. Don't get me wrong, I love a good concrete structure (Jakob K. Javits center my beloved-) but maybe there is such a thing as 'too industrial' of a vibe.

[ineedanidea]

SWELL PLS UPLOAD THE BAG HAUL IM LITERALLY BEGGING

[ItsTechnicallyMagic]

I wonder if Amanda has ever considered venturing into the event coordination sphere? She can call it Swell Events.

[lillianlillian]

the "no plans to date for the next couple of years" is so real 😭

[icekraze]

Honestly I wonder if they were going for a NYC fashion vibe. That juxtaposition of hard brutalist architecture with soft, feminine set pieces/fashion was such a mainstay in the 90s/early 00s fashion that they may have done it on purpose.

[chococat]

i dont care if it's on the second channel, a third channel, or even vimeo, i NEED the full video of the bag haul please amanda

[dilbertc]

Looking at past street view images, it was a former Macy's that has been divided into rentable space. It was never really meant to be a convention space, but bare space for a tenant to outfit as desired. On the aisle carpeting side, it is likely a cost savings or an attempt at greenwashing to promote sustainability by saving resources on material and cleaning.

[SandyJoeKarpetz]

Not me looking up “beautycon goodie bag haul” after watching this and every video is from 2015 / 2016 💀

[dumpster.pool.planetoid]

18:13 the san francisco airport randomly has a great example of this, with a museum exhibit of flight attendant outfits through history

[maddymoo]

I went to BeautyCon in 2016, so like peak Beauty YouTube era lol. It was at the LA convention center and my mom and I got VIP for a girls day. It was great, the goodie bag was great. They had a lot of demos and stages with performers and talks etc, definitely felt like a convention. There was also more of a variety of brands, I remember they had a Nike thing and some different clothing brands and local businesses had booths. That being said, we stayed for maybe 2/3rds the day and left. We felt like we got everything we needed and while we had a nice time it wasn’t really something we needed to do again, but also we do not work in beauty so there’s no real reason to. Just interesting to see how it’s changed and how small it’s gotten.

[SamH]

it's like the designer said "give me a DMV set inside a club you might've found Buffy Sommers dancing in in 2002."

[queenigelkotte]

That event looks depressing with all that concrete. But this video was uplifting and brought me joy, thank you Swell <3