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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)