YSL is opening a cultural hub in Paris. Luxury brand Yves Saint Laurent is launching a new space called Babylone in the seventh arrondissement of the French capital. Officially presented as a bookstore, Babylone is mostly an opportunity for YSL to offer exclusive events to its fanbase—from parties to book readings. Gen Z is in search of their third place, and YPulse predicted that more brands will be opening physical stores as a way to connect IRL with their younger audience in 2024. (Wallpaper)
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