YSL BeautyThe House of Y
An exclusive, multi-sensory virtual eventto re-launch YSL'siconic Y fragrance.
Client
YSL Beauty
Market
International
Line Of Business
Y Fragrance
Snapshot
Virtual, Hybrid, Product Launch, Media Event, Influencer Event
YSL Beauty challenged Industria Creative to design an exclusive, multi-sensory virtual event to re-launch its iconic Y fragrance and to introduce global ambassador and rock superstar Lenny Kravitz. The curated guest list included celebrities, influencers, media, and other VIPs.
We conceived and delivered The House of Y, an exclusive underground music club where guests were invited behind the virtual velvet rope to explore and discover an immersive, multi-room digital dwelling that delivered the essence of the Y fragrance, plus live musical performances, content creation and product interactives. In the fragrance room, an interactive bottle provided guests the opportunity to learn more about its ingredients, history and notable Master Perfumer Dominique Ropion, the mastermind behind the fragrance. DJ Va$htie set the energy of the night!
From the setup in Lenny’s home on a remote island in the Bahamas to the Brooklyn apartment of interviewer and GQ Style Editor Mark Anthony Green to a live performance by Aminé from an LA studio, we designed, directed and produced an engaging night of art, music, fragrance and fashion—an unforgettable tribute to Lenny’s love of YSL.
Finally, our team also designed and fulfilled a mailer that included Y fragrance and a backstage pass with a QR code that triggered branded content. The mailer also included ingredients to use while visiting our Y Bar, where guests could mix, sip and chat in real time with a master mixologist Jeremy LeBlanc, who celebrated the synergies in the fragrance notes and cocktail ingredients.
