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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.



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.


Photo Credit: Industria Creative

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