The luxury retailer's Coachella activation will feature retro aesthetics, virtual reality, customizable lipstick bullets, expert makeovers and more

There's one gas station you'll pass on the way to Coachella this year, and it's not selling fuel. 

French luxury fashion house Yves Saint Laurent is partnering up with China's ecommerce giant Alibaba's Tmall to take its YSL Beauty popup to Coachella Valley for the first week of its globally beloved music festival. Dubbed a “makeup oasis,” the innovative design mimics a retro gas stop right up to the neon pink fuel pumps, which will instead contain make-up refills.

Among the tech-driven highlights of the activation is a cosmetics vending machine, as well as a virtual reality installation that lets visitors try on different shades of lipstick. Customers can even personalize their experience by customizing their own shade on-site.

Shopper assistants or “gas attendants” will be on hand and readily available throughout the popup, providing expert tips for festival looks and even offering a selection of makeup services. Exclusive access is guaranteed in that the station is only available to those with a valid concert ticket, but the activation will take the unique opportunity to the next level, offering visitors a first look at the latest YSL launches.

Tickets can be reserved here.

Yves Saint Laurent

There's one gas station you'll pass on the way to Coachella this year, and it's not selling fuel. 

French luxury fashion house Yves Saint Laurent is partnering up with China's ecommerce giant Alibaba's Tmall to take its YSL Beauty popup to Coachella Valley for the first week of its globally beloved music festival. Dubbed a “makeup oasis,” the innovative design mimics a retro gas stop right up to the neon pink fuel pumps, which will instead contain make-up refills.