YSL Beauty brought its global Block Party series to New York City for a one-night-only event on Saturday, September 19, taking over the SoHo taqueria La Esquina, according to YSL Beauty. The gathering featured performances by Mark Ronson and appearances by Teyana Taylor, Lauryn Hill, Emmy Rossum, and Karl-Anthony Towns alongside his wife Jordyn Woods, alongside U.S. makeup ambassadors Amelia Gray and Laura Harrier.
The event served as a hyper-local infiltration of the downtown cultural scene, melding the brand’s identity with the architecture and nightlife of La Esquina at Kenmare and Lafayette. Rather than building over the space, YSL Beauty layered concrete, metal, sound, graphic posters, and flashes of pink and black into the existing venue, preserving its street-level and subterranean character. Guests accessed experiences inspired by two new brand icons, THE NEW BLACK OPIUM PINK GLAZE FEMININE FRAGRANCE and MAKE ME BLUSH CREAM LIFTED GLOW CREAM BLUSH, which included deli-window product displays, modern vending machines, a custom pink-and-black pool table, and tattoo artists from BANG BANG on-site, as reported by YSL Beauty.
Did You Know? YSL Beauty’s takeover of La Esquina incorporated iconic local elements of New York City nightlife, featuring on-site tattoo artists from the renowned parlor BANG BANG alongside custom pink-and-black pool tables and deli-window product displays.
A Culture-Shaping Lineup in Downtown Manhattan
The New York edition drew local cool kids, trendsetters, and creative community members to downtown Manhattan, creating an intersection of beauty, fashion, and music. Teyana Taylor, Lauryn Hill, and Emmy Rossum joined fellow New York natives and tastemakers, while Mark Ronson performed a DJ set that kept attendees on their feet. According to YSL Beauty, the gathering was designed to mirror the unapologetic, individual, and unpredictable spirit of both the brand and the city itself.
The activation forms part of YSL Beauty’s broader strategy to transform localized cultural moments into global brand equity. By treating each host city as a broadcast channel, the brand aims to build a living communications campaign that resonates far beyond physical borders, utilizing real urban landscapes rather than traditional beauty counters or velvet ropes.
What May Happen Next in the Block Party Series
Frequently Asked Questions
Where did the YSL Beauty Block Party take place in New York City?
The event took place at La Esquina, a SoHo taqueria and cultural hotspot located at the corner of Kenmare and Lafayette, according to YSL Beauty.
When did the New York City edition happen?
The event was held for one night only on Saturday, September 19, as stated by YSL Beauty.
Which prominent figures and artists attended the event?
The guest lineup featured Teyana Taylor, Lauryn Hill, Emmy Rossum, Karl-Anthony Towns and Jordyn Woods, U.S. Makeup Ambassadors Amelia Gray and Laura Harrier, and a DJ performance by Mark Ronson, according to YSL Beauty.
How do you think hyper-local brand takeovers like this compare to traditional retail product launches?
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