YSL Beauty and Zoë Kravitz head to New York for immersive fragrance pop-up

YSL Beauty is setting up shop temporarily in New York, with the help of Zoë Kravitz.

The luxury French cosmetics brand is set to launch a two-day pop-up ‘YSL Beauty Hotel' in the city's SoHo neighborhood of Manhattan this September, WWD reports. The boutique will honor Kravitz's new role as the face of YSL's signature ‘Black Opium' fragrance -- a role she was announced for back in July. 

The pop-up, which will open its doors from September 8 through September 9 during New York Fashion Week, will reportedly feature multiple interactive activities, such as fragrance workshops, a pool room that will allow visitors to ‘walk on water' and a rooftop cafe and boutique stocking the label's newest releases.

According to Verane de Marffy, senior vice president of YSL Beauty Marketing, the aim of the pop-up is to generate buzz among social influencers and shoppers and strengthen the brand's image in the US. New York is the second stop for the ‘Beauty Hotel' concept, which previously touched down in Paris back in January.

YSL is the latest in a string of online beauty brands investing in pop-up experiences -- earlier this month, prestige makeup label Jouer announced the opening of its first ever temporary store, while the past few months have seen major labels such as Fenty Beauty by Rihanna and Kim Kardashian's KKW Beauty open their own, dedicated stores for a limited time period.