Yves Saint Laurent – MY YSL – WESTFIELD
Bespoke fabrication and integration of an interactive POS unit featuring an on-site engraving station.
An 18-foot bottle installation and mirrored pillar maze for YSL’s MYSLF fragrance launch at Westfield London.
The Client Challenge
YSL needed a destination installation for MYSLF, its newest masculine fragrance, that gave Westfield shoppers a reason to detour from their route and spend real time with the brand rather than glance at a counter in passing.
Edge Retail’s Integrated Solution
We built the installation around a towering 18-foot replica of the MYSLF bottle, standing at the centre of a maze of mirrored and black pillars beneath Westfield’s glass atrium roof, with the pillars’ mirrored faces covered in repeated MYSLF text and the YSL monogram. “Discover MYSLF” and “Claim Your Complimentary Sample” signage guided visitors through the maze toward personalisation stations, where customers could have their own bottle engraved or refill an existing one, and on to a photo booth to capture the visit.
Impact and Results
The maze structure gave MYSLF a multi-minute, walk-through experience in the middle of a shopping centre rather than a counter transaction, matching the fragrance’s own personalised, multifaceted positioning.
