YSL Beauty Love Game — Madrid Edition
Location: Plaza Juan Goytisolo (Museo Reina Sofía), Madrid
Dates: July 11–14, 11:00–21:00
The pop-up acts as a spatial anchor for the brand activation, designed to disrupt routine and invite play. A silver heart floats above the city, sitting on a mirrored base that dissolves into its surroundings.
Inside, the layout takes cues from historical casino typologies: a fluid sequence of clusters organized around a central dome, hosting the roulette as both installation and spatial metaphor. Around it, activation zones unfold — immersive rooms, photo calls, and moments of surprise that draw visitors into the YSL Beauty universe.
This architecture is activated through The Love Game, a gamified experience for a playful and unapologetic audience. A scenography built to live in digital media and spread through social platforms. Under the claim “ready to go beyond filters, limits and labels,” beauty becomes a game — one that everyone is invited to play with confidence.
Prefabricated and modular, the structure is assembled in under 48 hours, built for transport and reuse. Behind its fleeting presence is a coordinated effort of designers, fabricators, producers, and brand teams, shaping a space meant to feel effortless.
Creative direction:
@pelonio
Space design:
@abc_mad_estudio +
@equipo.exe
Production:
@baobabspain
Photography: Maru Serrano
@yslbeauty
#ysl #yslbeaute #yslbeautylovegame #ephemeralarchitecture #popuparchitecture #equipoexe
