Yves Saint Laurent Beauty approached Gradient with a unique challenge to gain visibility during New York’s iconic fashion week, while reinforcing their brand image of being the Rock & Roll beauty brand.
For one weekend, we transformed a SoHo townhouse into a five story immersive experience for guests. By day the space was open for consumers to enjoy and purchase product from the pop-up shop. By night, the space transformed into the ultimate party venue.
Each floor of the Beauty Hotel was designed to highlight a specific product launch in a fully immersive way. Guests were able to “walk on water” in the Slim room and mingle with Zoe Kravitz in the Black Opium party space. Influencer’s were invited to an exclusive press party on opening night and both daytime and nighttime hotel guests were able to explore the different photo opportunities in the hotel leading to a total of 420 Million social impressions.