The Stylist Group is rebranding its flagship event to create a luxury experience as it marks Stylist's 10th anniversary.
Stylist Live Luxe will replace Stylist Live, which has been running for four years. It was most recently held at Olympia London but was previously at Business Design Centre in Islington.
The new event will take place over the same weekend in November, but will be scaled down to give Stylist more control over the types of brands featured.
Sophie Robinson, chief marketing officer at The Stylist Group, told Campaign that sales for the VIP area for Stylist Live were always in high demand, often selling out within the first three weeks, so the team wanted to build on that part of the event.
Stylist Live 2018 attracted about 22,000 people over three days, 1,000 more compared with the previous year. Attendees spent £2.7m over the weekend.
For Stylist Live Luxe, Robinson is aiming for a crowd of 6,000 people across three days at a new venue: Magazine London in Greenwich.
With the smaller space, there will also be fewer brands – something Robinson described as "the right amount of brands". She added that this will allow the Stylist team to "completely curate" the event, for example with their selection of beauty partners. Companies that want to take part in the event will need to go through an application process.
Robinson said: "The content will also be slightly different. There was almost too much to do. We’re making it more streamlined. There will be one stage, so you won’t miss anything, and each person on the stage will be worthy of a front page [on Stylist].
"We’re absolutely determined for it to feel different. We wanted to make it more interactive and very different to everything else on the market. It’s not just a series of cool women talking; we want to get the audience involved too."
Early-bird tickets for Stylist Live Luxe will cost £60 and go up to £80-90. VIP tickets for Stylist Live cost £95 last year.
Robinson added that, after the success last year, a Manchester event will return and she is hoping to also build on this.