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A gym-inspired beauty studio that stretched YSL's campaign off-screen
Translating a beauty campaign from screen to space requires more than replication; it requires immersion. For the launch of Lash Latex Mascara, we partnered with YSL Beauty to bring their campaign world into a physical environment at The Grove in Los Angeles on February 7, 2025. The goal was to communicate the product’s core qualities of flexibility, control, and sculpting through space, material, and movement. Over the course of a single day, 1,571 visitors walked through the space.
YSL's own Lash Latex campaign video served as the creative starting point. We took the luxe Lash Studio from that video and built it in the real world as a 20-by-10-foot gym-themed environment centered on the product's language of stretching, raising, and sculpting. The intention wasn’t to copy the campaign set, but to create a space consumers could physically move through, transforming a digital narrative into something tactile and immersive.
Every material choice reinforced that concept. Real gym rubber flooring, high-gloss marlite ceiling, mirrored acrylic walls, scenic painted concrete, brushed aluminum branding, and integrated LED lighting created a tactile sanctuary of control, balance, and refined movement. Each element was selected to reinforce the product’s language without relying on literal messaging, allowing the environment itself to communicate stretch, lift, and control.
Our CEO and Co-Founder, Ana Corina Pelucarte, put it this way. "With a launch like this, the physical environment needs to communicate the same things the product does. That meant getting the materials, the layout, and the overall feel right from the design phase forward."
A locker-style display wall created three semi-private areas for hands-on product education, with built-in storage underneath. Wire racking with matching shelves, baskets, and peg inserts formed the gym display, featuring 3D-printed weights that allowed us to execute a design impossible to fabricate through traditional methods.
A photo opportunity let guests recreate an iconic shot from the campaign video, leaning into stretched latex fixed in place for safety. A fully custom latex-wrapped logo with a 2-inch 3D Cassandre created the illusion of the YSL logo pushing through latex, using a graphic treatment that kept the logo itself unaltered.
A dedicated food and beverage service window doubled as an additional product display area. Its deep counter also showcased the gift-with-purchase available inside the adjacent Sephora, giving guests a tactile preview before heading in to buy.
Every visitor received a free mini product sample, a custom-branded charcoal lemonade, and a chocolate protein ball in matching chrome packaging. Demand was strong throughout the day. All 500 protein balls were gone by 3 PM and all 800 charcoal lemonades were served by 5:30 PM.
Guests who purchased inside Sephora received a gift with purchase, and a bounceback card distributed on site helped drive that conversion. We split the activation evenly between experiential and transactional objectives, with the Sephora adjacency creating a natural path from product education to purchase.
We're a one-stop shop for pop-up experiences, and we managed every phase of this project. Scope included concept development, spatial design, 3D rendering, fabrication, permitting, vendor coordination, staffing, security, and on-site operations.
We worked closely with YSL's brand team to ensure the final build matched the approved creative direction. Render-to-reality comparisons on this project are near-indistinguishable.
On the ground, our operations team handled crowd flow, restocking, and guest experience throughout the day. Staffing was calibrated to keep the space welcoming without overcrowding, and on-site security maintained a clean entry flow as traffic built through the evening.
The Grove is one of LA's most-visited retail destinations. Positioning the activation directly in front of Sephora gave us built-in access to beauty consumers and created a seamless consumer journey from pop-up experience to in-store purchase. Context is never logistical, it’s strategic. Location shapes audience, energy, and ultimately performance.
We welcomed 1,571 visitors across a single day, with traffic peaking during the evening hours. Many were already loyal YSL customers and fans of the existing Lash Clash mascara, arriving with built-in enthusiasm for the new formula.
Throughout early 2025, we saw brands leaning further into physical experiences that blend cultural timing, immersive storytelling, and retail integration. Activations are no longer standalone moments; they’re extensions of broader brand ecosystems.
Our YSL Lash Latex Studio was one of several experiences we produced in early 2025. That same month during New York Fashion Week, we launched an immersive Mask Market pop-up for Olaplex and an arcade-style activation for Medicube built around their Booster Pro technology. We also continued our ongoing series of pop-up storefronts for ASOS across the U.S. and UK.
Explore more of our work across beauty, fashion, entertainment, and culture on our projects page.
Whether you're translating a campaign into a physical world or building a retail moment around a cultural event, we design pop-ups that perform in real life. Start planning your pop-up or connect with our team