PIM Group for YSL Beauty Love Game
THE CHALLENGE
In collaboration with PIM Group, DisplayWise transformed the Oxford Street pop up space into an immersive beauty playground, designed to captivate, engage, and leave a lasting impression on consumers for their client, YSL Beauty.
YSL Beauty, part of the L’Oréal Luxe division, brought the global YSL Beauty Love Game pop up to Paddington, Sydney, delivering a bold brand activation to celebrate the launch of the Loveshine Plumping Lip Oil Gloss.
In the competitive world of prestige beauty, the YSL Beauty Love Game pop up needed more than just a product launch, they aimed to create a fully immersive brand experience, designed to engage all the senses and give consumers a memorable, emotional connection with the brand.
CLIENT | PIM GROUP |
|---|---|
SERVICE | BRAND ACTIVATION |
LOCATION | OXFORD STREET, SYDNEY |
DATE | JULY 2025 |
THE SOLUTION
Unlike typical brand activations hosted in shopping centres, this pop up required DisplayWise to take over a blank retail shell on Oxford Street, Paddington, and deliver a complete temporary fit-out. From building the walls, laying carpet, and installing mirrors and tables through to crafting custom features including counters, entry tunnel and tactile elements, our team transformed the space into an YSL branded beauty playground.
This standalone location offered greater creative freedom outside shopping centre restrictions and the benefit of high visibility on a bustling Sydney high street.
Key challenges included:
• Building a full bespoke environment within a temporary space.
• Creating meaningful consumer interactions with interactive elements such as the YSL Beauty Love Game Wheel, that builds loyalty and advocacy.
• Ensure the activation stood out as a high-glamour, content-worthy moment in a crowded prestige beauty market to create social buzz.
• Delivering maximum impact in a short-time frame to balance makeup education, DJ entertainment, and immersive product giveaway stations.
Over two days, the Oxford Street takeover with DisplayWise and PIM Group delivered high consumer engagement through touch-ups, interactive games, and live masterclasses, all set within a fully bespoke fit-out that reflected YSL’s bold and luxurious DNA.
THE RESULT
The temporary fit-out was a showstopper, featuring custom pink and silver retail walls, half-heart display counters, a chrome metallic masterclass stage, and standout elements such as a 3m ‘Love Wheel’ vending machine, mirrored makeup stations, and a striking chrome pillow wall and tunnel, all creating the perfect backdrop for photos. Every detail, from carpet to logo accents, reinforced YSL’s bold, luxurious DNA and mirrored previous events across the globe.
The results included:
Strong consumer engagement through interactive touchpoints and live sessions.
Elevated brand storytelling that showcased Love Game in true YSL glamour.
Organic social buzz amplified by influencers, creators, and guests.
A memorable brand moment that left attendees with samples and a lasting connection to YSL Beauty.
The activation generated unprecedented consumer engagement, with 5,000+ registrations and in-person attendees across the two-day period.
Media partnerships and PR extended the campaign’s reach even further, with coverage in outlets including Vogue, news.com.au, and leading beauty platforms, generating a brand awareness uplift of over 2.5M impressions across digital display and editorial networks.
This activation proved the power of immersive retail to drive both emotional connection and tangible brand impact, reinforcing YSL Beauty’s position at the forefront of luxury beauty and brand innovation.
Inspired from the YSL Love Game for PIM Group experience?