YSL SURF LODGE
We brought the idea of a pop-up to the next level.
Client
YSL Beauty
Market
Montauk, NY
Line Of Business
Y Fragrance
Snapshot
Pop Up Influencer + Consumer Activation
To launch YSL Y Eau De Toilette with tremendous buzz and excitement with Gen Z-ers, we brought the idea of a pop-up to the next level – partnering with wildly popular Montauk hotspot, The Surf Lodge, for a multi-day summer takeover.
We created an immersive brand experience that embodied the edge and cool factor exuded by YSL Beauty global ambassador, Lenny Kravitz. YSL Beauty’s mission was to empower guests to connect to the essence of the brand with their raw, music-loving spirit. As a result, YSL Beauty made an unforgettable splash with Gen Z consumers, key influencers and media.
The YSL Surf Lodge began with an exclusive influencer and media event, including highly curated Y Fragrance room drops, a masterclass, a stunning VIP dinner and an exclusive after party onsite. Additionally, there were multiple surprise and delight moments including custom-engraved fragrance bottles, and live performances by graffiti artist Gianni Lee painting canvas bags inspired by the ingredients of the juice.
In the following days, the YSL shop was open to consumers. The Surf Lodge was decked out in full YSL branding, including a custom vehicle product display, YSL surfboards, sampling and retail shopping, plus a high-energy party featuring global music superstar Zedd.
