YSL at Parc Central Guangzhou — YSL BEAUTY 610 Ice Room Pop-up (2026)

Parc Central in Guangzhou hosted YSL BEAUTY's 610 Ice Room pop-up, a free beauty installation spread across a retail unit and the outdoor plaza.

The venue

Parc Central is a shopping mall in Guangzhou with indoor retail levels and an attached outdoor plaza. The venue normally handles retail, dining and public circulation. Its retail units open toward the plaza, allowing stores to extend displays and events outside. For this project, unit L101b and the plaza provided a contained retail frontage plus open-air space in the same complex.

How the space was used

The mall's unit L101b and outdoor plaza were converted into a 1990s Guangzhou ice-room streetscape. Concrete walls carried retro collage posters; cream tiles, old ceiling fans, stainless-steel cups and a cashier counter with a lucky cat formed the interior details. A counter window served as the lipstick-shade menu and testing point. The plaza held photo spots, a drinks collaboration, a DJ kiosk and member sampling.

Why it works here

Parc Central's combination of a contained retail unit and an open plaza suits a free, drop-in beauty activation. Shoppers can enter the themed interior, test products, then move through outdoor photo and social areas without booking. The street-level format supports long dwell time and casual discovery, which matches a pop-up built around browsing and photography.