YSL at Shanghai New World Daimaru — YSL Live to Shine Music Party (2020)

Shanghai New World Daimaru hosted YSL's Live to Shine music party, a lipstick launch built as a pink-and-black pop-up inside the store.

The venue

Shanghai New World Daimaru is a department store on the Nanjing East Road pedestrian shopping street in Huangpu, Shanghai. Its lower levels are given over to cosmetics and beauty counters, with escalators, atria and open selling floor above. The building sits inside a dense retail strip that draws steady pedestrian traffic from shoppers, tourists and office workers moving through the district.

How the space was used

For the party, open selling floor was divided into zones: a pink space framed by black heart decorations with a photo backdrop and on-site printing, a bank of arcade machines with prize redemption, a DJ area, and a mirror-lined try-on counter displaying the lip products. An engraving and gift-wrapping counter stood beside the retail display, with circulation passing between zones.

Why it works here

Department store beauty halls put a launch directly beside the products and the shoppers already browsing them. Open floor plates and escalator sightlines let a DJ set, arcade machines and a try-on counter sit next to each other without walls, so visitors move from performance to product testing to purchase inside one continuous retail space.