Richard Mortimer, the founder of the now defunct Boombox, perhaps the most written-about club since Studio 54, has this to say on why a MAC-sponsored party celebrating his new online magazine, Ponystep.com, was held in the swank West End club Sketch, rather than the gritty East End: "It's a more grown-up venue because the Boombox crowd are all growing up together—along with me. Things change. But with this lot, they don't mind the location—they will come to wherever the party is." He was right: A slew of Boombox regulars like Henry Holland, Gareth Pugh (who had his makeup done by MAC), and Katie Grand schlepped down to the land of bankers and pinstripes to raise a glass to the launch of the e-zine. "I like it here better," said Boombox follower Cathal O'Brien, turning heads (a feat with this crowd) in a proportion-defying huge black cape by Pugh, which resembled a bat cave. "The loos are soooo much better." Also spotted were Roland Mouret and former Biba designer Bella Freud, who contributed to the inaugural issue of Ponystep.com, which Mortimer describes as a bit like the London version of Hintmag.com. "It's a labor of love. Incredible people who are at the top of their game are working for us for free at the moment, until it really gets off the ground. But all the most interesting and important issues on art, music, fashion, and the like will be there. For anybody who cares about that stuff, it's the first Web site they should log on to in their day. It will be as cool as Boombox, but a lot more serious. It's that whole growing-up thing again."