On a wave of publicity and buzz, designer Yves Saint Laurent first introduced his iconic perfume Opium to the U.S. in 1978. Not only did the name create considerable controversy among conservative groups, but the launch in New York—where 5,000 white orchids, a 1,000-pound Buddha, and hundreds of Chinese lanterns adorned the Peking for Andy Warhol, Truman Capote, Halston, and 900 other guests—left a lasting impression as a symbol of late-1970s extravagance.
To pick up where Opium left off, YSL Beauté held a party Thursday night for Belle d'Opium, a reissue of the signature scent, and positioned it for a new generation with a repertoire of high-tech instruments to control the imagery, sound, and smell. Divided into a series of rooms, varying in size, color, and decor, Stage37 served as the site for the event, which gathered about 450 editors (some of which were flown in from France, Germany, and Spain for the occasion) as well as fashion folks and social fixtures like Fern Mallis, Byrdie Bell, Derek Blasberg, and Ashley Olsen. And to capture everything, from the on-site build-out to the Twitter posts from the night, the beauty brand created a dedicated Web site, whatsyouropium.com.
In collaboration with YSL Beauté, Paris-based experiential agency Skrapic designed and conceived the setting for the launch, with Obo Paris as the executive producer. Drawing upon the late designer's penchant for theater and illusion, Skrapic managing director Filip Andreas Skrapic configured the event like a play, deliberately separating the succession of rooms with curtains and using staffers to lead guests through the structured layout. Skrapic also sought to manipulate spatial perceptions by alternating ceiling heights and shrouding some areas in hazy lighting.
The main act, so to speak, was the immersive theater, where Skrapic employed an array of technology to disorient and saturate guests with the sights, sounds, and smell of the perfume. On a rotating platform, guests watched as holograms emerged from the wraparound screen showing Belle d'Opium's television spot and bronze-colored columns dispersed the scent. To play tricks on the ear, the audio system from U.K.-based Illustrious Company allowed the producers to cast the video's music and voices in multiple directions without the clutter of speakers.
For a less surreal experience, the event's design also included a large room where guests could relax and watch a sequence of circus-style acts perform on a small stage. In here, DJs Alexa Chung and Alexandra Richards spun tunes and Olivier Cheng passed hors d'oeuvres, including pipettes filled with watermelon juice and skewered with cubes of feta and macaroons filled with foie gras.
