Pop-Up Shop

EXECUTIVE SUMMARY
Founded on the anti-Parisian establishment Left Bank of Paris in
the 1960’s, Saint Laurent was --- and continues to be, a brand truly connected
to the zeitgeist of the times. Yves Saint Laurent created both couture
and ready-to-wear collections inspired by the music, art, and culture
of his era. As a particularly avid lover and collector of fine art himself,
Yves created his famous Autumn 1965 couture collection, inspired by the
abstract paintings of the Dutch De Stijl artist Piet Mondrian. The collection’s
simple A-line, tidy shift silhouette was typical of the mid-sixties.
The hand-crafted technique in construction, though, set Saint Laurent
apart as a master of couture, while recording the importance of Mondrian’s
work during the period of the 1960s.
This Saint Laurent x Art Basel Miami Beach pop-up shop aims to
pay homage to this famous collection, in a setting most-appropriately reflecting
today’s zeitgeist. This event aims to also raise brand awareness
to the market of Art Basel Miami Beach attendees, especially focusing
on the Latin American cluster, predicting an 80% sell-through rate on
the limited edition Saint Laurent products exclusive to this pop-up. This
location in South Florida provides a tremendous opportunity, as a haven
for Latin American tourists who either visit at a high frequency, or have
second homes there. This raise in brand awareness will then be measured
post-launch in Latin media coverage. Art Basel itself, which will host this
pop-up, is ironically its greatest competitor.
As a vehicle to both raise brand awareness to a new market and pay
homage to lover of art Yves Saint Laurent himself, this pop-up will surely
leave a lasting impression on the new and old customers of Saint Laurent.