Yves Saint Laurent Beauté

Holiday Pop-up

MATTE was tapped to bring YvesSaintLaurent Beaute’s holiday collection to life with an immersive experience in the heart of New York City’s Soho area. One part pop-up, one part party, one part content lab, MATTE provided creative direction, production, experiential build, talent management, guest list, gifting & ticketing.

The holidays are a time to feel like a rockstar. An exclusive backstage world cloaked in gold subverted the traditional pop-up, instead bathing guests in the golden spotlight. 

EVENTSEVENTS

MASTERCLASSES

MATTE curated bespoke masterclass programming throughout the weekend. A VIP masterclass held by YSL’s Global Director of Beauty Artistry Tom Pecheux and YSL Beauty Ambassador Kaia Gerber illustrated the perfect holiday beauty look with joint instruction and a live model.

VIP PARTY

Aminé set the Holiday Stage with an opening set including his viral hit “Caroline”. Yaeji’s warm sparkling beats called guests to the dance floor into the night. Coco & Breezy kept the energy flowing into the weekend with a DJ set on Friday and Sunday, while Orange Calderon spun the decks on Saturday.


Notable attendees included Vashtie, Teyana Taylor and crew, Joey Badass and more.

MAKEUPAREA

THE DRESSING ROOM

MATTE created a sleek and intimate dressing room inspired by backstage environments at headline concerts with all the drama of a black and gold holiday boudoir. Guests received makeovers with the opportunity to create custom YSL Rouge Sur Measure lipstick shades and virtual try-ons.

FragranceArea

THE BACKSTAGE LOUNGE

Inspired by legendary green rooms, the lounge came to life as a space for guests to relax and step into the sensorial worlds of YSL fragrances—coffee from the Black Opium bar during the day and cocktails by night, Y music inspired photo booth, a 4D Libre scent immersion and video or photo moment.

STAGE THEYSL

The YSL Stage

The main moment of the space was the YSL Beauty Holiday Stage. A Cassandre structure composed of illuminated bottles of YSL Libre towered above gift wrapped presents. By day the stage offered a photo opportunity for guests, by night a mainstage performance space.



SOCIALSOCIAL

MATTE also launched a TikTok campaign with onsite content creation.

NOTABLE GUESTS

Aminé

Yaeji

Vashtie

Coco & Breezy 

Teyana Taylor

Joey Bada$$

Fiffany Luu

Olivia Joan

Princess Nokia

Brent Faiyaz

Midori Francis

Moses Sumney

Selah Marley

Deon Hinton

Taylor Lashae

CREDITS

Max PollackPartner

Tristan Lacour: Group Account Director

Shreena Shah: Senior Client Director

Gaybriel Stubbs: Client Manager

Adrien Giraux: ECD

David Orellana: Experiential Senior Art Director 

Shreya Chopra:  Experiential Art Director

Josie Florance: Senior Designer

Rene Gibson: Experiential Renderer

Laetitia Sebban: Head of Experiential

Chloe Spalding: Lead Producer

Francesca Lasalla: Junior Producer

Shante Williams: Producer

Upasna Khosla: Senior Talent Manager

Euguene Young: Music Director

 

 

CONTENT TEAM

Lennon Chuang Client Director

Antonia Singer Client Manager

Pat Dierker Content Art Director 

River Myers Director of Production

Michael Czeizinger Director of Post-Production

Steven Almonte Producer

Jose Hernandez Production Manager

John Carlo Serrano DOP

Shu Hirayama Cam Operator

Cheyenne Pasquer 1st AC

Lidia Marukyan 1st AC

Liam Daniels PA

Ella Greene PA

Robert Ellenberg Sound Operator

Pierce Wilson Media Manager

Abi Polinisky Photographer

Jackie Lee Photographer

Alexandra Rubinstein Photo Editor

Miles Cable Editor

Ben Federman Sound Operator

 

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