A beauty station in the desert was the theme of a recent pop-up from YSL Beauty. Dubbed, somewhat predictably, YSL Beauty Station, the two-day temporary store was installed just outside California’s Palm Springs and was aimed at taking advantage of potential shoppers passing through the area en route to the first weekend of the Coachella music festival.
The ‘store’ showed the power of simplicity, consisting of a retro-look gas station on a highway of the kind that normally features in US road trip movies. ‘Gas’ was not for sale at this one however, with the pumps bearing the YSL lipstick logo, rather than the grade of petrol and with the forecourt occupied by large red convertible gas guzzlers of the kind that wouldn’t look out of place in Thelma & Louise.
The ‘station’ itself was the commercial side of things with new YSL beauty products and treatments waiting to be purchased.
A straightforward and striking use of an iconic feature of the US myth turned to another use. Sometimes, being in-your-face strikes a chord.