Yves Saint Laurent – Waterstain
The neon glowing promotional site by YSL
A multi-site pop-up for YSL’s Waterstain lip colour, rolled out across Birmingham, Selfridges Oxford Street and Selfridges Trafford.
The Client Challenge
YSL needed its Waterstain lip colour launch to carry the same “Dive Into Colour” identity across very different site types — a shopping centre kiosk next to Dr. Martens in Birmingham through to two full Selfridges sites — without the concept diluting between locations.
Edge Retail’s Integrated Solution
We built each site around a black kiosk with a magenta floor and pink-and-red shade panels, numbered N602 through N618 to mirror the product’s own naming, beneath an illuminated YSL monogram. A neon red-edged “Dive Into Colour” product bar ran through every site, paired with vanity mirror stations and a campaign screen of a model applying the lip colour, with “Exclusive to Selfridges” signage marking the two flagship sites specifically.
Impact and Results
The consistent black-and-neon-red identity let Waterstain launch across three very different retail environments — a shopping-centre kiosk and two department-store flagships — while reading as a single, unmistakable campaign.
