Saint Laurent at Start Museum — YSL Loveshine Factory (2024)

Start Museum, a riverside art museum in Shanghai, hosted a two-level YSL Beauté lipstick launch installation.

The venue

Start Museum is an art museum on the West Bund stretch of Shanghai, set beside the Huangpu riverfront. The building is arranged over more than one level, with gallery floors that can be taken over by temporary installations rather than permanent-collection display. Its riverside setting gives the site an outdoor edge, including a waterfront area beside the museum that can be used alongside the interior galleries.

How the space was used

The museum's floors were divided by function for the three-day project. The first level held an immersive space built around photo moments with celebrity-referenced sets; the second was fitted as a product-testing area for trying and buying the new lipstick range. A ticket-based redemption for a heart-shaped lollipop ran in the riverside lounge area beside the building.

Why it works here

Art museums on the West Bund draw a design-literate weekend audience already used to walking through staged interiors, so brand-built rooms read as part of the visit rather than an interruption. Multiple floors let a launch separate photo-taking from product trial, and the riverside frontage extends circulation outdoors without leaving the site.