Like a mirage, we helped reveal the alluring Yves Saint Laurent Beauty Station en route to Coachella Music Festival.
YSL Beauty Station
A cosmetic oasis on Route 111We teamed up with HK Corp and Yves Saint Laurent Beauty to produce a pit stop directly en route to Coachella Music Festival filled with one-off products, masterclasses, and a fleet of influencers leading the world of beauty for the brand.
Film by Parti Pris
15K visitors over one weekend.
1M viewers on YSL China Live Stream.
130M reached through the press.
The event launched with a party at Parker Hotel in Palm Springs featuring a live-streamed performance on Tmall, a leading fashion retailer in China, to its massive audience abroad.
Opinion leaders attended including Jiayuan Dou, a cosplayer and singer; Lexie Liu, YSL brand ambassador, rapper, and songwriter; and Yang Yunqing (known by stage name Sunnee).
100 influencers representing 15 countries for YSL were guided through a cosmetic masterclass led by brand ambassador and celebrity makeup artist Tom Pecheux. With passion and precision, 140 individual photo and video shoots took place, capturing the extent of the classes, and stories of each influencer and their experience on the event grounds.
Following the launch, the Beauty Station opened to the public welcoming 15,000 visitors over a single weekend. The live stream of the event reached 1 million viewers in China alone. Online coverage reached 80 million, with press extending to 130 million. With these numbers, it's no surprise this activation received the greatest retail sales of any YSL activation to date.
PRESS & Awards
The activation attracted hundreds of targeted influencers such as Kaia Gerber, Hyunh Ah, Giovanna Grigio, Claire Sulmers, John Yuyi, Chaine Downer, Emilia Ortiz, and Rain Dove.
The event was awarded Luxury Stratégies Grand Prize in 2019, honoring the communication operations of the biggest French and international luxury brands for the past 15 years.
When
April 2019 Coachella Music Festival:
Week-End One.
Where
Palms Springs, CA
Route 111 & The Parker Hotel
Client
Agency
Supervising Producer
Ann D’Ovidio
Fabrication
Photography
Services
Project Co-Management
Full-Service Event Production
Location & Permitting
Coachella Festival Logistics
TELL US WHAT YOU WANT TO SHARE WITH THE WORLD.