YSL at Fosun Foundation Shanghai — YSL Le Cushion launch event (2020)

Fosun Foundation Shanghai hosted YSL Beauty's Le Cushion launch, staged as a runway event with backstage areas moved into view.

The venue

Fosun Foundation Shanghai is a contemporary art centre in Shanghai, normally used for exhibitions and cultural programmes. Its interior provides large, flexible gallery floors and a neutral architectural shell that can be reorganised for events. The venue sits within the city's cultural circuit rather than a retail setting, so audiences arrive expecting installations, presentations and staged experiences rather than conventional product display.

How the space was used

For the YSL Le Cushion launch, the art centre was converted into a runway environment. A central T-stage carried the presentation, while backstage preparation areas were placed forward and kept visible, making the get-ready process part of the show. Brand friends walked the runway with the product, and the surrounding gallery space supported guest viewing and movement between the staged zones.

Why it works here

Beauty and fashion launches fit art centres because the gallery shell absorbs large set builds and runway layouts without the constraints of a retail floor. The cultural setting gives the product presentation a cultural frame, and the open interior allows backstage, runway and guest areas to sit within one controlled circuit.