L'Occitane plans new concept UK flagship
Regent Street’s status as one of the key locations for flagship openings has been further underlined by news that L’Occitane en Provence, the French beauty, skincare and fragrance retailer, will open its first British flagship there before the end of the year.
Described as a “restorative oasis of calm” on the busy shopping street, its will cover an extensive 6,450 sq ft.
It was designed by Uxus, the brand experience and design specialist that has also worked for Selfridges, Bloomingdale’s, Wrangler, Sephora, and Princesse Tam Tam.
The company was told to create an “iconic” and immersive experience with a luxe edge and a sensory exploration of the range with education and product trial to the fore.
The beauty company rates immersive experiences highly having opened a tech-based store in Manhattan’s Flatiron district a year ago and a store that brought Provence digitally to Tokyo last autumn.
The London store also aims to being the brand “vividly to life” and add a “unique concept” to London beauty retail.
The design follows the recently-unveiled ‘Sunshine’ concept that is being deployed across the firm’s 40+ points of sale in Europe, the US, the Middle East, Asia and Russia. The first store with the new look opened on Avenue des Ternes in Paris recently and focuses heavily on the colour yellow to echo the Provencal sun.
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