A temporary fiction emerges within the city’s everyday reality. The YSL Beauté Love Game pop-up is conceived as a spatial anchor for the Brand activation—designed to disrupt the routine and invite play. Its image is inmediate and iconic: a silver heart floating above the city, the central motif of the campaign, resting on a mirrored base that dissolves into the urban surroundings.

The interior layout takes cues from the typology of historical casinos: a fluid sequence of spatial clusters organised around a central dome carved inside the heart.

What appears monumental is, in fact, a choreography of lightweight components, engineered for rapid assembly and a seamless illusion crafted to showcase beauty. Here, a monument becomes a moment.

Its logic of construction underscores ephemerality—swiftly assembled, intensely lived, then dismantled and stored. As a portable inventory, it surfaces across contexts while retaining its singular identity: everywhere and nowhere at once.

Beneath this formal clarity, the underlying system speaks a technical language of efficiency and precision, articulated through prefabricated components.

The pavilion is activated through its elements: a sequence of spatial gestures that come alive in The Love Game, a gamified experience for a playful, unapologetic audience. The scenography is designed to circulate in digital media, extending the architecture beyond its physical limits and into social platforms.

Engineered for transport within strict volumetric limits, the structure assembles in under two days, unfolding as a fleeting scenography. A travelling YSL anchor, momentarily emerging within the urban landscape.

A path flowing around the central grand space, where each environment unfolds its own identity, surprising visitors and setting the rhythm of the experience.