Great ideas require cultural adaptation. While the YSL Beauty Hotel was first launched in Paris, the concept needed to be thoroughly adapted to the New York vibe and scene. The transformed SoHo townhouse allowed for a self-discovery through five immersive experiences that highlighted key products and offered content moments with attitude, including a catwalk over a pool with an immediate pre-edited video-montage output. By day the space was open for consumers as a pop-up shop. By night, the space transformed into the ultimate fashion week party.