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The pop up store is becoming increasingly for intense and immersive experiences. YSL opened its first ephemeral retail Beauty Hotel.
The originality of the format is a successful strengthen point for the pop up store; the word “store” is surpassed by “case history” and concepts increasingly unexpected for customers and professionals. The location is always important as well as the period. The realization and the duration of a pop-up store are strategic elements for success.
The choice is determined by the objectives and the expected results. The focus point is always the experience that a customer can live within an ephemeral store, where the relationship with the brand and the products begins, reinforces and renews itself. Visitors and customers must go out enthusiastically to share their experience in a natural, systematic and viral way. Beauty is the pioneer sector in the creation of pop-up formats. Many temporary stores have been created for the launch of new products or other marketing procedures. It is a dynamic and competitive in testing and investments in communication with interesting results. The following “case history” well shows it.
Case History – YSL Beauty Hotel
The first pop up YSL Beauty Hotel was the setting of beauty and music. Opened in the heart of Paris, the brand performs for four days during January 17 to 20. The atmosphere inspired to the Hotel, included the spring launches of the “Beauty Bar”, the “Drive In” and the “Powder Room”.
Inside the 2nd floor the guests could test new makeup products; a dedicated area hosted the iconic Black Opium perfume. Wednesday night was attended by YSL’s makeup ambassador Zoe Kravitz, the testimonial of current campaigns. Other guests such as famous DJ and musical bands animated this short and emotional period.
The experiential tour started with a temporary sign at the entrance and a partial coverage of the building. The focal point of the event, the makeup had unusual settings: the luggage racks as makeup stations inside the Drive In area. A stage set up with instruments described the relationship with the world of music, while luminous sculptures inspired by perfumes, lipsticks and other cosmetics addressed the guests towards the different areas. The dominant colors were glossy black and red with a common thread of director’s chairs recalling a movie set or dressing rooms before the show.
YSL Beauty Hotel proved the vibrancy of the pop up, as an ephemeral area created in a temporary store, realized with creativity, uniformity and care to detail in accordance with the brand.
Brand YSL Beauty
Format pop up Hotel
When Paris
Where 4 days and 3 nights from January 17 to 20
Strengthen points Equipment, events and atmosphere
Photos courtesy Jean Picon
by AN shopfitting magazine no.144 ©
a cura di Francesca Zorzetto
