For over 30 years, makeup-artist, author, and long-time New Jerseyan Bobbi Brown has been a prominent figure in the field of beauty, developing and managing her celebrated Bobbi Brown Cosmetics. In 2016 she reimagined the luxury boutique hotel The George with her husband Steven Plofker, and in the fall of 2020 she launched a new beauty company called Jones Road Beauty. In addition, she is also the long-time owner of 18 Label and the Annex, a pair of production studio spaces in Montclair.

While owning production studios may seem like an unexpected turn for Bobbi Brown, it does make sense. “Content is everywhere,” explains Bobbi, “so having access to a production and event space in Montclair affords me and my creative team the ability to produce content quickly. 18 Label has almost exclusively hosted the production of shoots for several of my businesses, such as Just Bobbi, Evolution_18, my book Beauty from the Inside Out and Jones Road Beauty. I also shot my Masterclass and the cover of Naturally, Danny Seo magazine at 18 Label.”

The idea for opening a studio came about when she and her husband, a real-estate developer, first spotted the Montclair property and saw a real fit for Bobbi’s numerous production needs. However, there is an added benefit: when not utilized for their own productions, the studios have been serving the production community at large. And that’s a need well-served, since New Jersey just experienced a record year for film, television and commercial production. To say there is a demand for studio space in the Garden State is an understatement.

“This space is suitable for a wide variety of clients,” shares industry veteran KC Kaicher, the Operations Manager for both studio properties. “18 Label is much bigger, has an outdoor patio, cyclorama wall, kitchen set, photo grid, green room and more. It can fit 350 to 400 people for an event or can host a production shoot with up to 4 different setups in each of the studios. The Annex is a bit smaller, can fit about 150 people for an event, has a built-in lounge/bar area and features 16-foot ceilings and a grid.”

 

18 Label and the Annex can accommodate all kinds of clients and projects of different scales. They’ve hosted shoots with small crews and others with dozens of workers and vehicles staged inside the studio itself. For KC, it’s about versatility. “We don’t like to say ‘no’ at 18 Label Studios, and we do everything we can to make our clients happy. One of our advantages is that we’re entirely customizable and versatile. This is attractive to our clients because it gives them complete creative freedom.”

Bobbi and her husband had that versatility in mind right from the beginning when they designed the studios. “We wanted to create the perfect space for any production or event. Our style is industrial and minimalistic, which allows our clients to transform the space into whatever their creative vision is,” adds Bobbi.

Always looking to improve the facilities, the team just added an outdoor patio and renovated their green room as they prepare for their next project.

For those interested in visiting the studio, there will be a professional open house on Tuesday, March 21st, from 11:00 a.m. to 7:00 p.m. There will be light refreshments and snacks. If you would like to RSVP for the open house, or want to learn more about the studios, you can reach out to KC Kaicher: info@18label.com

You can also visit their website: https://www.18label.com/

 

 

Bobbi Brown at 18 Label