Parisian beauty brand L'Occitane en Provence has unveiled a major new flagship in New York's Flatiron district, debuting a new store format centred on discovery, experimentation and product testing.
Designed by US branding agency School House, the 2,000 sq ft venue observes a modern interpretation of the brand's pastoral signature aesthetic, thanks to abstract references such as coloured ribbons suspended from the ceiling – a reference to Provence's open-air markets – that will be updated seasonally.
The windows, previously filled with brand posters, now reveal the store interior and wooden benches used by staff for beauty consultations – a gesture of transparency designed to encourage passers-by to come inside (see also Intimate, Democratic & Inclusive: New Brand Spaces).
However, the prime feature is the brand's first 'smart beauty fitting room' at the rear of the store – a circular table with touchscreens, mirrors and stone sinks allowing visitors to browse L'Occitane's range digitally, and request products to try and test them, unassisted. Store staff bring items to consumers following a touchscreen request.
There is also a concierge desk where consumers can arrange personalisation services such as fragrance bottle monogramming, customise gifts and even order refreshments.
The store, which houses L'Occitane's full ranges of skincare, bath and body, men's, home, gifting and fragrance products, will be rolled out gradually to existing stores, totalling fifty open, globally, by the end of 2017.