A bold 150m² YSL Beauty Light Club at Open’er: a nightclub-inspired sanctuary where beauty, music & tech collided. 4 days, 85K visitors, iconic looks & content that lit up Gen Z and Millennials.
The ambition was to elevate YSL Beauty from a luxury cosmetics brand into a cultural icon at Poland’s biggest music festival. Open’er became the stage to showcase YSL’s fearless DNA, merging avant-garde beauty with nightlife aesthetics. Objectives: immerse Gen Z and Millennials in a premium, shareable experience, spark mass advocacy through content, and let participants embody YSL’s signature looks. We wanted to strengthen brand love, build direct connections with new consumers, and drive desirability for hero lines like Make Me Blush, Love Shine and couture make-up. Desired behaviour: to engage with products playfully, share their transformation, and connect YSL with bold, uncompromising self-expression. The ultimate objective: for festivalgoers to leave the Light Club not only with striking YSL looks but with a memory of the brand as an essential part of contemporary culture.
The pop-up was part of a 3-month YSL Beauty Light Club activation, supported by digital, OOH & PR to ensure the consumer journey peaked at Open’er. Inside, visitors discovered make-up novelties, gamified brand challenges, and special makeup services. Advocacy was fuelled by Daria Zawialow – one of Poland’s most popular singers, cultural icon for Gen Z & Millennials, and global ambassador of YSL Beauty for Poland. Meet & greets with her and the YSL Beauty Squad, including Hi Hania (2.5M+ followers cross-platform), created powerful cultural resonance. The innovation was not just design but integration: O+O engagement blending live experience with digital storytelling, AR filters, gamified rewards, and CVC cameras capturing visitors like celebrities on a red carpet. Every participant could test, play, meet idols, and co-create content, transforming into brand advocates. The zone proved that beauty can rival headline concerts as a festival highlight, as a new benchmark for luxury brands.
