Yves Saint Laurent
The Challenge
A New Legacy
After passing into the leadership of Tom Ford and then Stefano Pilati, the Yves Saint Laurent team needed an evolved outlook on the YSL legacy and new ideas for the YSL store on 57th and 5th in NYC.
The Solution
Heart and Heritage
GIRVIN partnered with the YSL team in a BrandQuest® workshop to explore strategic evolutions for the store design language that could be expanded to other US locations. Our strategic overviews made the leap to storytelling, an evolved brandmark, and merchandising. All evocative of the spirit of the man who started it all. With review and direction from Valerie Hermann, CEO of YSL | Global, merchandising and store teams, visualization and North American leadership, Stefano Pilati’s store got back to the heart of the YSL brand, honoring a regained YSL heritage.
Strategy
Identity
Environmental
Messaging
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Just to let you know that the work you did in phase two is breathtaking and completely on target.”