, ,

YSL’s Sweetens New York Fashion Week Activations

In a shift away from its longstanding venue at Spring Studios, IMG bid farewell to the bustling space in TriBeCa during the recent New York Fashion Week Shows, which unfolded from Feb. 9-14. The decision to move stemmed from Spring Studios’ inability to effectively accommodate the number of activations and the swarm of influencers that characterise the event.

Instead, IMG opted for the spacious confines of the Starrett-Lehigh Building in Chelsea. This venue possesses an 18-floor building tailored for event hosting, complemented by an underground level dedicated to logistical operations.

Breaking new ground, IMG debuted its inaugural consumer pop-up, NYFW: Backstage at 21 Greene.

YSL Beauty took advantage of the hype surrounding its viral Candy Glaze lip gloss from their pop-up Candy Shoppe in SoHo. They collaborated with Industria Creative to launch on Feb. 8, which was marked by a performance by Jack Harlow, before opening to the public on Feb. 9 for a one-day festival. It was a star-studded event with many celebrity and influencer appearances.

jack

 

Spanning two floors, the venue treated guests to whimsical installations inspired by candy and makeup. Attendees indulged in “couture” confections, tried their luck at claw machines dispensing heart-shaped pouches and beauty products, snapped photos at various installations, received makeup touch-ups, snagged product giveaways, and even had their lips read by a specialist. Custom cocktails and lipstick engraving added to the allure of the experience.

The YSL Candy Shoppe didn’t skimp on sweet treats either, ensuring guests enjoyed a delectable sensory journey.

Attendees were treated to a multi-sensory experience that seamlessly blended the worlds of fashion and indulgence, everything the YSL Candy Shoppe pop-up was created for.

hhh

Photo Credit: Industria Creative

Share the love

Latest

Related Articles

With Coachella wrapping up this weekend, it is the perfect time to take a look into the brand activations and...

Two weekends of Coachella festivities is clearly not enough, as the most influential music festival has taken to Fortnite to...

Coachella and Heineken’s partnership dates back to 2002, only three years after the first-ever Coachella festival. So, for 20 years,...

Coachella is one of the largest and most influential music festivals globally. It’s well known for its diverse lineup of...

Get the latest marketing trends newsletter delivered straight to your inbox.

Leave your details below and we’ll send you the latest in market trends, analytics and more.

When you click the ‘Join The Newsletter’ button above to submit your details, we will store and process the data you have entered. Our Privacy Policy is here. Please read this to understand how we handle and use your personal information, and, to understand your rights with regards to your personal data.

Our Projects

T’Gallant Prosecco Fountain for Myer Melbourne

Experience

Penfolds Window Display at The Crown Melbourne

Experience

Assassin’s Creed Voyage To Valhalla

Experience

HOWLER HEAD OCTAGON AT IBA TRADE FESTIVAL

Experience

The Worlds Most Elusive Wine Bar

Experience

WYNNS X AAFW 2023

Experience

NDF Group Brand Refresh

Brand

CASA APEROL X ROYAL RANDWICK AUTUMN RACING CARNIVAL

Experience

CASA APEROL X BONDI ‘THE PROM’

Experience