Natura Pop-Up Store
A pop-up by Brazilian cosmetics brand Natura is offering Sao Paolo shoppers the double allure of an interactive and educational shopping experience.
Designed by Sao Paolo-based marketing agency Banco de Eventos, the Natura Concept Shop is retail on a holistic high – delivering an experience that incorporates not only a conventional retail environment, but also an educational centre and a beauty salon: the full lifestyle package.
Alongside its products, the brand is offering short beauty services, such as hand massages and make-up lessons, as well as lectures and exhibitions. There’s also a ‘click & collect’ and a delivery service, tracing a direct line from the pop-up to the brand’s e-commerce site.
Special features aside, the store design also has a significantly innovative edge – thanks to metal sidewalk trees illuminated in different colours depending on shopper-preferences. Customers can send the colour variation they want to see via text, enhancing the interactive nature of the store.
According to Natura, the goal – and the reason for the heavy emphasis on interactivity – is to create lasting relationships between consultants and shoppers even after the project comes to an end in June 2012.