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Brief Published: 28 Sep 2012

MenScience Debut Flagship, New York

Extra

In line with the run of new store concepts aimed solely at male shoppers (see our previous thread on Men-Only Store Openings), US men’s skincare brand MenScience has unveiled its first standalone bricks-and-mortar store. Until now, the line had only been available online or via spas and US department stores such as Barney’s and Nordstrom.

The slick, tunnel-like space on Lafayette Street in New York is based around a hallway of products positioned between two storefronts. Product is stacked on a grid of black steel shelving units, which sit against a backdrop of reclaimed wood. Traditional apothecary displays are juxtaposed with a stereotypically masculine, no-frills aesthetic. Grey and yellow design details reference the colours used in the brand’s packaging.

“It is a perimeter scheme that treats the floor, walls and ceilings with a similar material to create a tunnel of product, a MenScience experience, in the space that spans between two streets,” explained Marc Kushner, co-founder of US architects practice HKWN, which designed the space.

Tapping into the philosophy explored in our report Super Service in the Retail Sector, the MenScience flagship also aspires to be an educational and interactive zone. Federico Sanchez, founder of MenScience, said: “We felt it was really important to create a space where customers could fully immerse themselves in the brand. This is a place where men can come to learn about the products, try them first-hand and get expert advice on skincare, grooming and nutritional supplements.”

MenScience

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