Luxury beauty brand, La Prairie, showcases its latest product at The Crown, a penthouse located at Madison Equities’ 212 Fifth Avenue in New York City.

By Brielle Bryan

Majestic purple hues filled The Crown, the penthouse at Madison Equities’ 212 Fifth Avenue, as guests enjoyed intricate hors d’oeuvres and sipped on signature cocktails amidst the glistening New York City Skyline. Top beauty editors, influencers and real estate professionals gathered together to celebrate the launch of La Prairie‘s latest product, Platinum Rare Cellular Night Elixir.

La Prairie, a luxury beauty brand based in Switzerland, is most widely recognized for its anti-aging skincare products which have a cellular complex. La Prairie’s quest for timeless beauty began when the brand was founded in 1978. Its products give new life and energy back to the very cells where beauty is born, enhancing the skin’s natural renewal process.

The sweeping 10,079 square-foot triplex was transformed for the luxury brand’s unveiling of its new elixir. The Crown became an intimate wonderland, filled with posh cosmetics and opulent jewels, including a showcase of exquisite jewelry provided by Van Cleef & Arpels.

Guests were given the opportunity to view the new elixir, and were also offered eye treatments and hand massages in the dimmed rooms on the penthouse’s first floor. The candlelit second floor of The Crown led guests to the top floor of the penthouse, where guests were treated to sweets and custom cocktails, as well as one-of-a-kind views of New York City from The Crown’s private outdoor space.

Photo courtesy of Natalie Poette