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If you happen to be in Union Square tonight when the park fills with steam, flames, and a raft of celebrities ranging from Kanye to David Bowie, don't be alarmed. It's not the apocalypse (although as end times scenarios go, that doesn't sound terrible); it's just the party for the launch of Beyoncé's new fragrance, Heat.
Starting at 6pm, Coty, which produces the fragrance, will project images of fire and fog onto trees in the park and the facade of 15 Union Square, the newly made-over Tiffany's building. Inside the building, explains WWD, Coty's CEO will present the scent and a VP will unveil the ad campaign. It all wraps up "with the star herself appearing out of the advertising," a concept we very much wish we were able to see. Afterwards, approximately every celebrity in the world will head upstairs for a party DJ'd by Beyonce's sister Solange Knowles.
If you're an ordinary civilian and not, say, Usher, you might have a better shot at seeing Beyoncé tomorrow afternoon, at Macy's, where she'll meet with the first customers to buy her three-piece fragrance set ($122.) Apparently, the perfume has already been doing well, at least at Macy's; after being available in-store for two weeks, it's become a best-seller.
· Rendering/Reality: 15 Union Square West Dresses in Black [Curbed]
· Beyoncé Fragrance Launch Party Set for Today [WWD]