Valentino Beauty is coming to New York. The brand, which on Friday announced British pop singer Charli XCX as its newest U.S. ambassador, will take over Flatiron Plaza Friday and Saturday to celebrate the launch of its Spike Valentino Buttery Matte Lipsticks.

Coming in seven shades and retailing for $48, the product marks Valentino’s third lipstick to date, joining the Rosso Valentino and Liquirosso families, the latter being a two-in-one matte lip and cheek colour that launched in 2023. Called “Spike Square,” the pop-up will feature installations including a photo booth where attendees can snap a photo after receiving a free sample of their favourite lip shade; free consultations with the brand’s beauty experts, and reimagined newsstands allowing consumers to browse Valentino Beauty products and select samples.

“Our mission is to create emotions, dreams and entertainment,” said Claudia Marcocci, global president of Valentino Beauty, adding the plaza takeover will include jumbo sculptures of Valentino products.