Luxury beauty brands moving into experiential retail pop-ups has been a massive trend in the past couple of years. Look at Chanel, with its wildly successful Coco Café and Le Rouge Chanel concepts, or SK-II, with its Future X smart store that wowed many a customer. Joining the fray next is YSL, whose beauty arm is slated to bring the travelling YSL Beauty Hotel to Singapore come 15 and 16 March at Cherry in Cecil Street.
This is the second time YSL Beauty has delved into something this out-of-the-box, with the former being the YSL Beauty Club two years ago. If you remember that pop-up, then you know you can expect the upcoming beauty hotel to host a wild (and supremely Insta-worthy) repertoire of activities to get you familiar with the classics in the YSL Beauty line.
YSL Beauty is being hush-hush about what the Singaporean outpost of the hotel will entail, but previous iterations in Tokyo, Paris, New York, Seoul and more gives us a rough idea of what to expect. There will be themed rooms across the hotel, including an All Hours Lounge, as well as interactive games, photo booths and makeup counters that offer customisation, all dressed up in YSL Beauty’s signature edgy style.
While the YSL Beauty Hotel is here for two nights, it will only be open to the public on 16 March from 10am to 5pm. Admission (or check-ins) are free.