Building the behind-the-scenes infrastructure of a newly launched production agency.
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
YSL Beauty Surf Lodge Takeover
A Multi-Day YSL Beauty Takeover at The Surf Lodge to Launch Y Eau De Toilette.
ROLE
Executive Producer
DATE
August 2022
LOCATION
Montauk, NY
SERVICES
Team Oversight •• Client Management •• Project Management •• Budget Management •• Vendor Management •• Venue Management •• Fabrication Oversight •• Catering •• Room Drops •• Production Logistics •• Staffing & Staff Management •• On-Site Lead
To launch the new YSL Beauty Y Eau De Toilette fragrance, YSL Beauty took over Montauk’s iconic Surf Lodge for a multi-day pop-up experience. The experience fused the brand’s bold energy with the edge & cool factor of global ambassador Lenny Kravitz.
The weekend opened with an invite-only experience for influencers & media, complete with fragrance-focused room drops, a product masterclass, a stunning private dinner, and an exclusive afterparty onsite.
In the week that followed, the activation opened to the public. The Surf Lodge was decked out with branded surfboards, a custom YSL vehicle display, and there were also surprise & delight moments, like Y popsicles and a YSL Polaroid photographer on site as The Surf Lodge transformed into a club each night. YSL also took over and branded The Surf Lodge’s shop, transforming it into a retail moment where guests could purchase the new fragrance and have their bottles custom engraved on site.
