US make-up brand Mac Cosmetics has launched a 'Pro flagship' in London's vibrant Soho district that combines an edutainment-style show of industry expertise with key pockets of creative inspiration for solo browsing.
Spanning 5,500 sq ft across three floors, the store aims to engage both consumers and professionals with more than 250 high-quality products from the brand's Pro collection – created specially for fashion shows, photo shoots, TV and film – alongside Mac's standard product lines.
The space features nine professionally lit make-up stations as well as a private area for group experiences, offering classes including bridal and theatrical make-up. After each lesson, the stylists will provide consumers with a detailed face chart outlining all products used so that they can recreate the looks at home. See also Tailored Tutorials for the Digital Generation in Bespoke Beauty: New Retail Strategies.
Other prime features include the 'library' section, where consumers can absorb key image references from an extensive selection of source material, and an 8m wall showcasing the work of key British make-up talent via photography and videos. For more on tailoring brand strategy to local communities, see Specialise to Survive, part of our Future of the Store Industry Trend and Community & Commerce.
For more on how brands are creating deeper bonds with consumers by feeding them recreational or career-based skills, see Beta Brandscapes: The New Rules of Engagement, part of our new Macro Trend Get Real, the Brands as Enablers section in Inconspicuous Consumption, and The Rise of Edutainment.