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.
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.
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.
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.
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.
MATTE also launched a TikTok campaign with onsite content creation.
