For the 2024 holiday season, Yves Saint Laurent partnered with Project Station and Dashing Group to deliver a visually stunning retail pop up in the heart of Westfield. The objective was to reflect YSL’s bold identity and premium aesthetic while offering shoppers a memorable and elevated brand experience. The concept was brought to life through an elegant gold palette, custom finishes and brand-aligned displays that echoed the sophistication of the YSL fragrance and beauty lines.
Every detail of the installation was considered, from the sculptural gold counters and backdrops to the precise layout of products and promotional signage. The space included dedicated testing stations, gift wrapping areas and large branded gift boxes to anchor the visual story. Premium materials such as metallic finishes, high gloss textures and branded elements helped to draw in foot traffic and offer a tactile, interactive experience for customers. The pop up was strategically placed to optimise exposure within a high-traffic luxury zone, ensuring maximum visibility.
Project Station led the project delivery, overseeing installation logistics and space coordination, while Dashing Group provided high-quality print, fabrication and signage execution. The seamless collaboration between both teams ensured the project was completed to the highest standard within a tight timeframe. From concept to completion, the YSL pop up stands as a testament to detail driven design, expert execution and immersive brand storytelling, just in time for the busy Christmas retail period.