A Rule-Breaking Beauty Playground at Plaza Juan Goytisolo
Madrid becomes the stage for YSL Beauty’s boldest expression yet: the LOVE GAME Pop-Up, an immersive, high-energy space where beauty is reimagined as play — spontaneous, fearless, and without rules.
Set against the cultural backdrop of Plaza Juan Goytisolo, beside the iconic Museo Reina Sofía, the pop-up invites visitors into a world where makeup, fragrance, and self-expression collide in a vibrant, interactive environment. The activation transforms the public square into a sensory playground infused with YSL’s unmistakable edge.
Beauty as a Game Without Limits
The LOVE GAME concept is more than a theme — it is a mindset. Designed to blur the lines between retail, content creation, and experiential art, the pop-up encourages guests to explore the latest YSL Beauty launches, receive personalized expert advice, and participate in exclusive activities crafted to surprise and inspire.
Every corner of the space is conceived as a moment: high-impact visuals, dynamic installations, and tactile elements invite visitors not only to discover products but to interact, experiment, and share. It is beauty amplified — bold textures, striking contrasts, and a confident visual language that reflects the brand’s Parisian heritage while resonating with Madrid’s creative pulse.
Designed for Immersion
Behind the scenes, Pelonio led the creative and art direction, shaping the narrative into a spatial experience that feels both theatrical and intimate. Space design was developed in collaboration with @abc_mad_estudio and @equipo.exe, translating the LOVE GAME concept into an environment that is graphic, immersive, and unapologetically contemporary.
From production to logistics, every detail was orchestrated to deliver a seamless activation in the heart of the city — balancing technical precision with experiential impact.
A Cultural Moment in the City
Positioned beside one of Madrid’s most important contemporary art institutions, the LOVE GAME Pop-Up feels right at home. It taps into the city’s appetite for creativity and collective experience, offering a temporary destination where beauty becomes participatory and expressive.
For four days only, YSL Beauty invites Madrid to play — to test, to create, to capture, and to celebrate individuality in a space where there are no boundaries.
In Madrid, beauty isn’t just applied — it’s experienced.
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