Get ready for your new Instagram backdrop: the YSL Beauty Hotel, which will open during New York Fashion Week at the World of McIntosh Townhouse in SoHo at 214 Lafayette St., promises to be the most luxe ‘Gram setting yet.
Following in the footsteps of The Museum of Ice Cream and The Color Factory, the YSL Beauty Hotel, which was previously staged in Paris in January, will feature an endless array of insta-eye candy, including a lounge with purple sofas, a "study" with a bed to "express your wildest Black Opium fantasies," breathtaking views at the rooftop pop-up shop and the YSL Beauty Café, and a luxury indoor pool that reportedly allows guests to "walk on water."
The hotel will debut on September 8 and is expected to showcase YSL Beauty's latest launches, such as the Rouge Pur Couture The Slim lipstick and Zoë Kravitz's new campaign for the classic Black Opium Eau de Parfum. The hotel will also host fragrance workshops and makeup counters to sample classic YSL Beauty products.
Aside from Paris, the pop-up beauty hotel also made stops in Tokyo, Madrid, and Hong Kong. The five-floor exhibit will be lit in pink, blue, and purple and YSL brand decor, so dress accordingly. Each level will also include interactive social displays and multi-sensorial showcases.
YSL Beauty began with the 1964 creation of the “Y” fragrance, more than 50 years ago, which was followed by Yves Saint Laurent himself posing nude for the debut of his men's fragrance, Pour Homme, in 1971. Today, the brand’s fragrances, such as L'Homme, La Nuit de l'Homme, Opium, Black Opium, Paris and Mon Paris, are highly-regarded the world over.
The makeup division, helmed by celebrated makeup artist Tom Pecheux, the newly appointed Global Beauty Director, includes iconic products like Touche Éclat, Mascara Volume Effet Faux Cils, Rouge Pur Couture, and Rouge Pur Couture Vernis à Lèvres glossy stain.
Skincare, features among others, Top Secrets, a next generation skincare line that combines skincare with makeup for pre and post-makeup solutions for all complexions. Also, the Or Rouge collection seeks to further Glycobiology science with an exclusive ingredient that contains a high concentration of glycans, the pistil of Saffron.
For more information on the YSL Beauty Hotel in Soho, stay tuned to yslbeautyus.com.