YVES SAINT LAURENT / BEAUTY

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YVES SAINT LAURENT / BEAUTY -

YSL - BEAUTY HOTEL

New.York - FASHION WEEK

 

CHALLENGES

Yves Saint Laurent Beauty wanted to gain visibility during New York’s iconic fashion week while reinforcing the brand’s Rock & Roll image by designing a 5 floors influencer /Pop-Up store for products launching.

STRATEGY

Great ideas require cultural adaptation.While the YSL Beauty Hotel was first launched in Paris, the concept needed to be thoroughly adapted to the New York vibe and scene. The transformed SoHo townhouse allowed for a self-discovery through five immersive experiences that highlighted key products and offered content moments with attitude, including a catwalk over a pool with an immediate pre-edited video-montage output. By day the space was open for consumers as a pop-up shop. By night, the space transformed into the ultimate fashion week party.

Each room will showcase YSL Beauty's latest launches, including the Rouge Pur Couture The Slim lipstick and Zoë Kravitz's new campaign for the classic Black Opium Eau de Parfum (the scent of which will be wafting through all five floors).

Expect endless eye candy from neon lights in the shape of the YSL logo, a lounge with purple sofas, a "study" with a bed to "express your wildest Black Opium fantasies," incredible views at the rooftop pop-up shop and YSL Beauty Café and a chic indoor pool. There will also be fragrance workshops and makeup counters to experiment with classic YSL Beauty offerings.

KPI : 420 Million Social Impressions

Client : YSL BEAUTY by GRADIENT

Position : FREELANCE - Creative Director

Location : SOHO - New York
World of McIntosh Townhouse
214 Lafayette Street
New York, NY 10012

CLIENTS

[ WITH TRUST + LOVE ]

No challenge is too big or messy, familiar or foreign, broad or niche.

I’m excited to speak to like-minded partners who are creatively and culturally ambitious – open to pushing the limits and possibilities of design.

Let’s make something great together !

FOUR SEASONS

YVES SAINT LAURENT

H&M

MONCLER

L’OREAL

BUMBLE & BUMBLE

SHAERI

ROMAIN JEROME

WMAGAZINE

GPHG