Case Study: Yves Saint Laurent Revives Its Heritage with Girvin's Strategic Branding and Store Design

Yves Saint Laurent refreshes 57th and 5th store design with Girvin

Yves Saint Laurent faced the challenge of evolving its brand legacy and store design language for its flagship New York City location following its transition into new leadership. The company partnered with vendor Girvin to address this need through a BrandQuest® workshop.

Girvin's solution involved developing strategic evolutions for the store's design that could be expanded to other US locations. This included new storytelling, an evolved brandmark, and merchandising, all aimed at returning to the heart of the YSL brand. The vendor's work, which was reviewed by global leadership, was described by the client's VP of Retail as "breathtaking and completely on target."

Yves Saint Laurent