YSL BLACK OPIUM
MULTI-SENSORY PRODUCT LAUNCH
YSL Beauté tapped Industria Creative to bring an edgy, subversive YSL world to life, celebrating the launch of its new Black Opium Illicit Green fragrance.
Client
Yves Saint-Laurent
Market
New York
Line Of Business
Fragrance
Snapshot
Influencer + VIP Event, Product Launch, Warehouse Party, Live Talent
Industria designed this exclusive, multi-sensory event from start to finish, taking over Brooklyn’s Avant Gardner for the venue’s first-ever partnership with a brand. We took the raw, cavernous space and transformed it into a forbidden underground with an environment that can only be described as electric. The YSL event was complete with immersive olfactive experiences for VIP guests, influencers, media and tastemakers.
The activation began with a transportive tunnel daring attendees to enter the space through LED-lit cutout silhouettes of the Black Opium Illicit Green fragrance bottle. The experience included a branded VIP masterclass and sensorial experience with master perfumer Natalie Lorson and mixologist Jeremy LeBlanc. Afterwards, over 600 attendees enjoyed a larger-than-life celebration, with live performances by Grammy Award® winning artist Kaytranada and DJs Coco & Breezy. There was also a 360-degree photo booth, fragrance stations and food and beverages based on the notes of YSL’s Black Opium Illicit Green.
