With knowledge gleaned from its year-old experiential boutique in New York City’s Flatiron District, L’Occitane has now redesigned its Canadian flagship. One of the company’s largest doors, the 1,600-square-foot store in the Yorkdale Shopping Centre takes the digital experience to new levels.The goal, according to Paul Blackburn, North American vice president of concept design, construction and merchandising, is to transport visitors to Provence.“At Yorkdale, we have reimagined the natural elements of Provence [air, fire, water and earth] and expressed them through product and brand experiences. We wanted to create more fun, unexpected experiences, to surprise and delight the consumer, Blackburn explained.L’Occitane commissioned School House as lead designers for the store. Keeping with the brand's commitment to sustainability, all lighting is 100 percent LED and, for the first time in North America, an in-store bottling recycling program in partnership with Terracycle will be offered. A great deal of materials used are environmentally friendly.[caption id="attachment_11062528" align="alignnone" width="300"] The boutique is located in the Yorkdale Shopping Centre.[/caption]The focus of the digital bells and whistles in Flatiron were mostly featured at the culmination of a shopping trip — the Smart Beauty Fitting Room. With the new store, the experience kicks off right from the front of the store featuring a glass façade and a curved video wall. Nearby are two digital pods offering customers the chance to view the history between Provence and L’Occitane (one takes viewers through the lavender fields of Provence). Stories unfold inside of each capsule in a multisensory experience combining imagery, scent, light and sound.That’s followed up throughout the store with product test and play areas, complete with shower sinks where water flows from illuminated domes. The interactive Skincare Bistro lets visitors experience scent from fragrance clouds. Beyond the unique experiences described above, newness is highlighted at the center of the boutique in an elegant exhibition-style product display, which is set beneath a radiating sun ceiling installation that changes color throughout the day, reminiscent of the iconic Provençal sunshine.[caption id="attachment_11062525" align="alignnone" width="200"] The boutique makes a major visual impact.[/caption]Success in the Flatiron stores encouraged L’Occitane to push the technology envelope. “Compared to our other New York City stores, Flatiron delivers stronger performances on several key performance indicators including conversion, average transactional value and skin-care share,” Blackburn said. “Consumers responded extremely well to the overall in-store experience, and particularly the community-technology combination at the Smart Beauty Fitting Room, the Gift Atelier, and the inviting lounge seating areas which offer a more intimate and relaxed consultation.”[caption id="attachment_11062530" align="alignnone" width="300"] The Gift Atelier.[/caption]Canada’s Yorkdale mall was pinpointed for the latest iteration because it is one of the busiest malls in the country with 18 million annual visitors. “Yorkdale also has a robust digital presence that far surpasses that of any other mall of its kind, and socially, Yorkdale is conversing with its consumers via a growing Instagram feed of 29,000 followers,” Blackburn said.The redesign is part of a larger expansion of the brand’s format. This month, L’Occitane will open experiential concept stores in two other locations: Regent Street in London and 86 Champs (Champs Elysées) in Paris. The Regent Street site will be the largest in its portfolio, spanning 6,450 square feet. The Paris site was created in collaboration with Pierre Herme, a French Pastry chef, and will feature beauty products alongside culinary treats.The company calls its strategy “glocal,” driven by tailoring the customer experience with innovative and personalized services across the globe, while adapting the concepts according to local market specifications. “Just like with the Flatiron Experiential Community Boutique, it is not our intention to repeat or recreate this concept, but rather to learn from it, and use these lessons to influence the next generation of L’Occitane stores,” Blackburn explained.Forty more of its Provençal-inspired “Sunshine Stores” will span across Europe, Asia, Russia, the U.S. and the Middle East before the end of next year, according to Caroline Le Roch, commercial chief officer North America. During fiscal year 2017, 51 new stores opened, growing to 1,514 doors. More than 100 stores were upgraded or relocated during the year.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)