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YSL - Libre

CHALLENGE

To create an artful space in a desert backdrop embodying the freedom and spirit of YSL’s new perfume range, ‘LIBRE’. 

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RESPONSE

Harnessing the literal meaning of ‘LIBRE’ which is to be free, the desert landscape was transformed into a celebration of individuality. Driven by the thought, to be one with nature is to live without bounds, the environment was shaped by the four elements, earth, fire, wind, and water. The LIBRE brand created a fire display that lit up the desert-sky, unleashing a night of revelry where the most striking personalities of the GCC were empowered to let loose and embrace their true selves. The launch of the YSL LIBRE stayed true to the daring spirit, and reminded those present that freedom doesn’t wait, neither should you.

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IMPACT

The LIBRE desert party exclusively attended by VIP guests, influencers and media, the experience resulted in renewed engagement with the LIBRE product and increased social media engagement as attendees shared images of the electrifying experience and the larger-than-life LIBRE fire installation.

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