YSL HOLIDAY POP-UP
2022
MATTE PROJECTS PRODUCTION
Adrien Giraux - Creative Direction
We were tapped to bring YvesSaintLaurent Beaute’s holiday collection to life with an immersive experience in the heart of New York City’s Soho area. One part pop-up, one part party, one part content lab, We provided creative direction, production, experiential build, talent management, guest list, gifting & ticketing.
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The main moment of the space was the YSL Beauty Holiday Stage. A Cassandre structure composed of illuminated bottles of YSL Libre towered above gift wrapped presents. By day the stage offered a photo opportunity for guests, by night a mainstage performance space.
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The holidays are a time to feel like a rockstar. An exclusive backstage world cloaked in gold subverted the traditional pop-up, instead bathing guests in the golden spotlight.
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Aminé set the Holiday Stage with an opening set including his viral hit “Caroline”. Yaeji’s warm sparkling beats called guests to the dance floor into the night. Coco & Breezy kept the energy flowing into the weekend with a DJ set on Friday and Sunday, while Orange Calderon spun the decks on Saturday.
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Inspired by legendary green rooms, the lounge came to life as a space for guests to relax and step into the sensorial worlds of YSL fragrances—coffee from the Black Opium bar during the day and cocktails by night, Y music inspired photo booth, a 4D Libre scent immersion and video or photo moment.
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We created a sleek and intimate dressing room inspired by backstage environments at headline concerts with all the drama of a black and gold holiday boudoir. Guests received makeovers with the opportunity to create custom YSL Rouge Sur Measure lipstick shades and virtual try-ons.
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Notable attendees included Vashtie, Teyana Taylor and crew
, Joey Badass and more.
NOTABLE GUESTS
Aminé
Yaeji
Vashtie
Coco & Breezy
Teyana Taylor
Joey Bada$$
Fiffany Luu
Olivia Joan
Princess Nokia
Brent Faiyaz
Midori Francis
Moses Sumney
Selah Marley
Deon Hinton
Taylor Lashae
CREDITS
Max Pollack: Partner
Tristan Lacour: Group Account Director
Shreena Shah: Senior Client Director
Gaybriel Stubbs: Client Manager
Adrien Giraux: ECD
David Orellana: Experiential Senior Art Director
Shreya Chopra: Experiential Art Director
Josie Florance: Senior Designer
Rene Gibson: Experiential Renderer
Laetitia Sebban: Head of Experiential
Chloe Spalding: Lead Producer
Francesca Lasalla: Junior Producer
Shante Williams: Producer
Upasna Khosla: Senior Talent Manager
Euguene Young: Music Director
CONTENT TEAM
Lennon Chuang Client Director
Antonia Singer Client Manager
Pat Dierker Content Art Director
River Myers Director of Production
Michael Czeizinger Director of Post-Production
Steven Almonte Producer
Jose Hernandez Production Manager
John Carlo Serrano DOP
Shu Hirayama Cam Operator
Cheyenne Pasquer 1st AC
Lidia Marukyan 1st AC
Liam Daniels PA
Ella Greene PA
Robert Ellenberg Sound Operator
Pierce Wilson Media Manager
Abi Polinisky Photographer
Jackie Lee Photographer
Alexandra Rubinstein Photo Editor
Miles Cable Editor
Ben Federman Sound Operator
The holidays are a time to feel like a rockstar. An exclusive backstage world cloaked in gold subverted the traditional pop-up, instead bathing guests in the golden spotlight.
Aminé set the Holiday Stage with an opening set including his viral hit “Caroline”. Yaeji’s warm sparkling beats called guests to the dance floor into the night. Coco & Breezy kept the energy flowing into the weekend with a DJ set on Friday and Sunday, while Orange Calderon spun the decks on Saturday.
Inspired by legendary green rooms, the lounge came to life as a space for guests to relax and step into the sensorial worlds of YSL fragrances—coffee from the Black Opium bar during the day and cocktails by night, Y music inspired photo booth, a 4D Libre scent immersion and video or photo moment.
We created a sleek and intimate dressing room inspired by backstage environments at headline concerts with all the drama of a black and gold holiday boudoir. Guests received makeovers with the opportunity to create custom YSL Rouge Sur Measure lipstick shades and virtual try-ons.
Notable attendees included Vashtie, Teyana Taylor and crew
, Joey Badass and more.
NOTABLE GUESTS
Aminé
Yaeji
Vashtie
Coco & Breezy
Teyana Taylor
Joey Bada$$
Fiffany Luu
Olivia Joan
Princess Nokia
Brent Faiyaz
Midori Francis
Moses Sumney
Selah Marley
Deon Hinton
Taylor Lashae
Max Pollack: Partner
Tristan Lacour: Group Account Director
Shreena Shah: Senior Client Director
Gaybriel Stubbs: Client Manager
Adrien Giraux: ECD
David Orellana: Experiential Senior Art Director
Shreya Chopra: Experiential Art Director
Josie Florance: Senior Designer
Rene Gibson: Experiential Renderer
Laetitia Sebban: Head of Experiential
Chloe Spalding: Lead Producer
Francesca Lasalla: Junior Producer
Shante Williams: Producer
Upasna Khosla: Senior Talent Manager
Euguene Young: Music Director
CONTENT TEAM
Lennon Chuang Client Director
Antonia Singer Client Manager
Pat Dierker Content Art Director
River Myers Director of Production
Michael Czeizinger Director of Post-Production
Steven Almonte Producer
Jose Hernandez Production Manager
John Carlo Serrano DOP
Shu Hirayama Cam Operator
Cheyenne Pasquer 1st AC
Lidia Marukyan 1st AC
Liam Daniels PA
Ella Greene PA
Robert Ellenberg Sound Operator
Pierce Wilson Media Manager
Abi Polinisky Photographer
Jackie Lee Photographer
Alexandra Rubinstein Photo Editor
Miles Cable Editor
Ben Federman Sound Operator
