By  on October 18, 2013

Bloomingdale’s has added a dose of theatrics to its beauty floor in the form of an exclusive counter concept from British beauty brand Illamasqua, which opened for business last week.

“Sometimes you don’t know you’re missing it until you see it,” said Howard Kreitzman, vice president of cosmetics and fragrances for Bloomingdale’s. “If you walk through 59th Street [the New York flagship], there are no open seats on the bus. The fact we felt so strongly about it and have an exclusive for the kind of shop installation in North America [is because] the architecture and design was such a departure from anything else we’ve done.”

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