The saying “never change a winning team” applies not just to sports but to great brand experiences too, and that’s why, following its high-profile campaign during the summer, French luxury brand Yves Saint Laurent Beauty returned to the Mitteldom at Westfield Centro in Oberhausen. This time it’s there promoting the new MYSLF men’s fragrance at an elaborate, high-detail pop-up stand.

To say that the tall, slim black bottle with the familiar YSL logo is impossible to miss is almost an understatement, so prominently does the campaign’s amazing eye-catcher fill the central promotion area. The centrepiece of the elegant construction is complemented by stylish black-and-white motif walling. The monochrome look combines the elements of the temporary shop and creates a sophisticated ambience.

Multimedia experience brings “modern masculinity” to life

Inside the store, curious shoppers can then experience the scent of “modern masculinity”, as the brand describes its perfume. As with their last promotion, the brand is again focusing on a multimedia experience, with headphones available at the stand for visitors to listen to interviews and audio recordings of the campaign, and with a photo booth providing the perfect backdrop for spontaneous snapshots.