In a new journal section, we're highlighting the latest experiential events of note by top minds in the industry. First up: YSL Beauté Black Opium Illicit Green designed by Industria Creative.
YSL Beauté tapped agency partner Industria Creative to bring an edgy, subversive YSL world to life, celebrating the launch of its new Black Opium Illicit Green fragrance.
Industria designed this exclusive, multi-sensory event from start to finish, taking over Brooklyn’s Avant Gardner for the venue’s first-ever partnership with a brand. They took the raw, cavernous space and transformed it into a forbidden underground with an environment that can only be described as electric – complete with immersive olfactive experiences for VIPS, influencers, media and tastemakers.
The activation began with a transportive tunnel daring attendees to enter the space through LED-lit cutout silhouettes of the Black Opium Illicit Green fragrance bottle. A branded VIP masterclass and sensorial experience with master perfumer Natalie Lorson and mixologist Jeremy LeBlanc was followed by a 600+ person celebration featuring thrilling live performances by musical acts like Grammy-award winning artist Kaytranada and DJs Coco & Breezy. There was also a 360-degree photo booth set up, fragrance stations and food and beverages based on the notes of Black Opium Illicit Green. While the event anticipated to draw 350 people, word quickly spread socially, and it became the event to see, and at which to be seen in New York that evening and YSL and Industria Creative ended up accommodating nearly double the number of guests by the end of the night.
"The edgy & subversive design, decor and lighting created not only an unbelievable visual environment but more importantly, made hero of the notes of our new ‘it-fragrance,’ Black Opium Illicit Green," said Alexandria Ivanoff, Director of Integrated Communications at YSL Beauty. "The production provided a glimpse into the world of YSL for an unforgettable evening and multiple social sharing opportunities for our guests."
