Crafting immersive luxury: Serviceplan Make brings YSL Beauty Light Club to life in Amsterdam

YSL Beauty launched its immersive “Beauty Light Club” experience in Amsterdam a few weeks ago, in collaboration with Serviceplan Make Benelux. Designed as a bold fusion of beauty, music, and self-expression, the activation invites a new generation of consumers into the brand’s universe.

As a brand known for pushing the boundaries of beauty and culture, YSL Beauty continues to elevate experiential marketing through bold, disruptive activations. With the YSL Beauty Light Club concept, the brand brings together beauty, music, and self-expression in a unique environment designed to engage a new generation of consumers.

At Serviceplan Make Benelux, we were responsible for the end-to-end production development of the experience, translating YSL Beauty’s identity into a fully immersive spatial concept.

From the earliest stages, our team developed a complete 3D environment to enable precise visualization of the consumer journey and ensure alignment across all stakeholders. These detailed renderings allowed us to define every aspect of the space, from layout and flow to lighting, materials, and brand visibility, long before production.

At the heart of the experience, a series of distinct zones guide visitors through the YSL Beauty universe, each defined by its own identity and purpose. Our teams designed curated product showcases to highlight key launches, including the new YSL Lovenude collection, creating strong visibility and enhancing desirability throughout the space.

In parallel, we designed professional make-up stations, where visitors can experience YSL Beauty’s signature looks, as well as interactive touchpoints such as a photobooth to drive engagement and social sharing.

A central feature of the activation is the DJ booth, conceived as both a visual anchor and an experiential highlight. By incorporating sound, light, and scenography, we transformed the space into a hybrid between retail and nightlife, fully aligned with YSL Beauty’s edgy and contemporary positioning.

Our expertise lies in combining creative design with production feasibility, and this project is a clear example of that approach. From 3D concept development to the creation of all visual assets and spatial elements, we ensured a seamless translation from idea to execution.

By leveraging our multidisciplinary teams, including designers, 3D artists, and project managers, we delivered a cohesive and scalable experience where every detail contributes to a strong and consistent brand narrative.

With the YSL Beauty Light Club, Serviceplan Make reaffirms its expertise in translating bold brand visions into immersive, culturally relevant experiences that resonate far beyond the physical space.