YSL BEAUTY 610冰室限时快闪

YSL610冰室

2026年09月22日-2026年10月07日

广州 天環Parc Central

项目现场

YSL BEAUTY 610冰室限时快闪于 2026 年 9 月 22 日至 10 月 7 日落地广州天環Parc Central（L101b及户外广场）。本次快闪以全新 YSL水雾唇釉610 “蜂糖乌龙”为核心，大胆借鉴广式冰室的空间语言，将老广记忆里的冰室街巷复刻进商场，打造了一场法式彩妆与岭南市井文化碰撞的沉浸式街区派对，是广州近期极具烟火气与出片率的免费打卡地。

现场空间以清水水泥为基底，搭配温柔粉色遮阳篷，完美复刻了90年代广州街头的网红冰室。斑驳的水泥墙面铺满复古拼贴海报，米白色小方砖、老式吊扇、不锈钢水杯和收银台上的招财猫等细节满满。最绝的是把口红色号做成了墙上的“冰室菜单”，连档口式的窗口设计都还原了点餐的氛围感，随手一拍就能定格充满复古港风与市井气息的大片。

现场互动玩法丰富且充满广式松弛感。你可以前往“冰室档口”近距离试色 YSL 水雾唇釉 610，感受温润通透的乌龙奶茶色；在复古银色单车和粉色装置前打卡拍照，感受 90 年代街头的浪漫。现场还联动了本土品牌 庙前冰室 推出降噪特调饮品，边喝边逛超 Chill。夜幕降临时，610 报亭 DJ 还会开启微醺派对，氛围感直接拉满。此外，扫码注册会员还能领取品牌小样（如香水和粉底液小样，每日限量），在 YSL 专柜门口的小样机也可以尝试领取。10月5日，YSL美妆品牌大使陈哲远还惊喜现身现场，与广州粉丝惬意互动。

本次“610冰室”是 YSL 在在地文化叙事与空间体验上的一次重要落地，标志着品牌从单一的产品展示向“沉浸式市井美学体验”的全面转型。YSL 没有选择传统的华丽精致模板，而是将先锋精神融入老广的冰室街巷，让彩妆体验变成一场街头逛冰室的城市漫游。这种将法式彩妆、本土文化与线下快闪深度融合的策展方式，不仅精准触达了追求松弛感的年轻消费群体，也为奢侈美妆品牌在核心商圈的线下体验创新提供了极具参考价值的范本。

The YSL BEAUTY 610 Ice Room limited-time pop-up was held from September 22 to October 7, 2026, at Parc Central Guangzhou, covering indoor L101b and outdoor plaza. As the brand’s first national block-party-themed campaign, the pop-up centers on the new YSL water mist lipstick glaze 610 “Honey Oolong”. It creatively integrates French high-end makeup aesthetics with traditional Cantonese ice-room culture, building an immersive street experience space that balances retro Hong Kong style urban vitality and trendy luxury temperament. Against the backdrop of increasingly scenario-oriented and experience-driven beauty consumption, traditional luxury exhibition formats have become homogeneous. Breaking the inherent elegant and luxurious presentation of high-end beauty brands, YSL roots the project in local Guangzhou urban memory and realizes a cross-border integration between fashion makeup and Lingnan civic lifestyle. In terms of spatial styling and on-site production, the venue adopts cement texture as the base tone, matched with pink awnings and off-white square tiles to restore the classic style of 1990s Cantonese ice rooms.

Detailed decorations including vintage posters, old-fashioned ceiling fans, stainless steel tableware and lucky cat ornaments perfectly reproduce the texture of local old stores. The innovative design turns lipstick shades into exclusive ice-room menus and adopts stall-style window structures to simulate traditional ordering scenarios, breaking the standardized display logic of conventional beauty pop-ups. With lightweight retro scene installation, the space balances transparent outdoor street atmosphere and high-quality photographic texture, achieving a perfect visual integration of French avant-garde temperament and local civic vitality. During the event, visitors can experience the translucent glaze texture of shade 610 at the themed stalls and take retro-style photos beside vintage silver bicycles and pink art installations.

Collaborating with local classic brand Temple Bar, the site provides exclusive customized drinks to create a relaxed visiting atmosphere. The venue switches between dual modes: daytime features makeup trial and casual check-in, while night activates DJ performances and immersive party ambiance. Registered members can receive limited perfume and foundation samples, and brand ambassador Chen Zheyuan made a special appearance to interact with fans, further boosting public attention. In terms of project significance and marketing communication, the distinctive collision between civic retro style and high-end beauty generates strong social topic influence and massive UGC dissemination. The immersive localized offline experience strengthens audience perception of product texture and relaxed lifestyle value. The combination of celebrity interaction, day-night dual-scene experience and cross-border benefits drives continuous offline traffic and forms a complete marketing closed loop of scene planting, social viral spread and consumption conversion. This project marks YSL’s comprehensive transformation from single product display to localized immersive aesthetic experience, providing a valuable reference for luxury beauty brands to innovate offline commercial scenarios rooted in urban local culture.

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