At YSL Beauty Block Party: Ho Chi Minh City Edition, a parking lot beneath the Thao Dien metro became an unlikely beauty destination. By placing YSL Cushion within the city’s rhythm of movement, music and community, YSL Beauty turned a global event format into a distinctly local cultural experience.
At YSL Beauty Block Party: Ho Chi Minh City Edition, a parking lot beneath the Thao Dien metro became an unlikely beauty destination. By placing YSL Cushion within the city’s rhythm of movement, music and community, YSL Beauty turned a global event format into a distinctly local cultural experience.
August 12, 2026
What makes a parking lot a beauty destination? On August 10, 2026, YSL Beauty offered an unexpected answer beneath the Ho Chi Minh City metro in Thao Dien. For the first Vietnamese edition of YSL Beauty Block Party, the French beauty house traded the conventional luxury venue for a space defined by movement, transit and everyday urban life.
YSL Beauty Block Party transformed a parking space beneath Thao Dien metro into a beauty destination by connecting place, product and community. The event’s focus on YSL Cushion echoed the city’s fast-moving lifestyle, while music, visual experiences and local tastemakers turned an ordinary urban space into a cultural meeting point.
The choice of location was more than a striking backdrop. Thao Dien has become synonymous with a contemporary side of Ho Chi Minh City, where creative culture, fashion, lifestyle and new forms of urban living converge. Beneath its newly connected metro system, the parking space carries another meaning: people arrive, move through, meet and leave. It is a space designed for motion.
That made YSL Cushion an especially fitting protagonist. Throughout the Block Party, experiences centred on Le Cushion Encre de Peau and Touche Éclat Glow-Pact Cushion, two interpretations of complexion that answer different beauty preferences. Compact and designed for easy touch-ups, the cushion naturally belongs to a city where beauty is expected to move with its wearer rather than remain confined to a dressing table.
The connection between product and place is what gives the event its cultural relevance. YSL Beauty did not simply bring a luxury beauty experience to Ho Chi Minh City; it found a space whose existing character could extend the meaning of the product. The metro represents movement. The cushion represents beauty on the move. The party itself represents the people who give a city its energy.
That energy came through DJs, content creators and the local fashion and beauty community, alongside music, visual art and interactive product experiences. In this setting, beauty became less about observing a product and more about participating in a shared moment.
The approach reflects the larger philosophy behind YSL Beauty Block Party, a global format inspired by street culture and community gatherings. Its “if you know, you know” spirit allows each city to shape its own version, rather than simply importing a ready-made luxury event. In Ho Chi Minh City, that meant looking beneath the metro.
As Mimmi Musiala, YSL Beauty’s Global Director of Image and Communications, explained, the brand wants to be “at the heart of culture” rather than stand outside and observe it. The Thao Dien edition made that ambition tangible.
For one night, a parking space became a meeting point for beauty, music and fashion. In that transformation, YSL Beauty Block Party offered a more contemporary definition of luxury: not transforming a place beyond recognition, but recognising the culture already moving through it.
