Yves Saint Laurent

YSL Beauty unveiled its new Loveshine lipstick collection in Canada with a stunning outpost in Toronto. Featuring global sensation Dua Lipa as the brand ambassador, this retail pop-up captivated shoppers with the next level of shine at Eaton Centre and Yorkdale Mall throughout the summer.

YSL Beauty partnered with Park Creative Studio to create an immersive brand activation that seamlessly combined beauty, music, and experiential design elements. Our objective was to adapt the global Loveshine concept, customize it for the Canadian market, and build an unforgettable retail experience for mall shoppers.

Every detail of the Loveshine pop-up was meticulously curated to reflect the luxury and vibrancy of the new collection. High gloss mirrors, chrome accents, and vibrant acrylics adorned the space, exuding the bold sophistication synonymous with YSL.

Outside, a 100" screen played captivating campaign content featuring Dua Lipa, while a 20-foot high-gloss acrylic disc wall showcased the Loveshine shades, drawing guests toward the outpost and into the Loveshine narrative. Large campaign graphics adorned the walls, each carefully selected to convey Loveshine's essence—ultimate hydration infused with intense, juicy colour, captured in a single stroke. Product podiums displayed the full shade range, and a large illuminated YSL logo made a bold brand statement and cool photo moment at the entrance.

Upon entering, guests were immersed in a high-shine lipstick wonderland. Two giant custom Loveshine lipstick vending machines towered over the space, offering visitors the thrill of obtaining a YSL beauty product—a perfect fusion of playfulness, excitement, and brand elegance.

Inside, an immersive lighting silo featuring a chrome surfboard enticed guests to pose for the perfect photo. Reflective surfaces and strategic lighting created an ethereal glow and wavy effect, turning every snapshot into a stunning social masterpiece. Adjacent, a chrome beach chair offered a space for relaxation, where guests could unwind while enjoying Dua Lipa’s latest hits, seamlessly blending auditory and visual experiences.

The luxe makeup station provided hands-on experiences with the Loveshine lipsticks, guided by expert makeup artists, allowing shoppers to explore the transformative power of YSL Beauty products firsthand.

More than a retail outpost, the YSL Beauty Loveshine pop-up was an immersive journey into the world of luxury beauty, colour, and music. It invited guests to dive in, experience the ultimate hydration and intense colour of Loveshine, and fall in love with the brand's newest collection at first splash.

Services

Global Concept Adaptation
Brand Strategy
Environmental Design
Engineering
Production
Project Management
Installation