YSL Beauté | Love Games | Dua Lipa UK Tour

Experiential Marketing, Pop-Up, PR Stunt
Wembley, London, Liverpool One
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To support Dua Lipa who is the face of YSL Beauty’s on her high profile ‘Radical Optimism’ UK concert tour; the brand were looking for an experience that connected with fans and allowed them to get hands on with the new Make Me Blush blusher and Loveshine Lip Gloss products.

With 150,000 people expected at Wembley this tour represented a fantastic opportunity for fans to experience the more playful side of YSL Beauty with the global Love Game concept and to create a tangible connection between our artistry, our products and our community. A partnership with luxury retailer Selfridges allowed guests to be able to purchase and take away their favourite products on the day. The experience needed to stand up to the rigour of an outdoor environment and the stand design should accommodate ultra high bursts of footfall as fans enter and exit the stadium.

Building on the global Love Game design identity; the experience used premium production design finishes to create an ultra glamorous space with hi-shine quilted cubes, reflective pink arrival tunnel and elegant black marble floor.

To manage the high footfalls a digital queue system was used to provide a quality experience for guests and to avoid overcrowding. Guests signed up using a QR code which guided them through to a booking page, which sent guests an SMS text when their booking slot was ready.

Solution.

YSL Beauté, Love Games, Experiential Agency UK - Stand Exterior Tunnel

The MUA’s offered make-up touch ups and shade matching, with guests being able to purchase the look from the retail area.

To finish the experience, guests could pose and share their latest YSL Beauty Inspired looks in front of the heart shaped photobooth backdrop and receive samples of the +200% volume Lash Clash Mascara and iconic Touche Éclat Blur Primer.

On arrival guests entered through the pink tunnel and led to a heart shaped product display area where they could discover the range and be led through the product experience by highly trained staff. Guests then received samples, a heart shaped lollipop and a Selfridges partner bounceback card to be redeemed on the day or through Selfridges’ website. For guests who were early enough or who had pre-booked using the digital queue system; they could receive a professional MUA experience from the highly trained YSL Beauty artistry team.