YSL Is Opening a Beauty Hotel in New York with Five Floors Made for the ‘Gram


If you thought playgrounds were only for kids, think again. The wild popularity of made-for-Instagram pop-up exhibits like The Museum of Ice Cream and The Color Factory have proven that grown-ups are just as excited to play—especially if a good photo-op awaits. Now, YSL Beauty is giving its luxury touch to the trend with the launch of the YSL Beauty Hotel in New York.

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Opening September 8-9 during New York Fashion Week, the hotel, previously set up in Paris last January, will be staged in a SoHo townhouse. Each room will showcase YSL Beauty’s latest launches, including the Rouge Pur Couture The Slim lipstick and Zoë Kravitz’s new campaign for the classic Black Opium Eau de Parfum (the scent of which will be wafting through all five floors).

Expect endless eye candy from neon lights in the shape of the YSL logo, a lounge with purple sofas, a “study” with a bed to “express your wildest Black Opium fantasies,” incredible views at the rooftop pop-up shop and YSL Beauty Café and a chic indoor pool. There will also be fragrance workshops and makeup counters to experiment with classic YSL Beauty offerings.

For more of a sense of what the YSL Beauty Hotel will look like, take a peek at its most recent stop in Hong Kong, below.

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