LONDON — Harrods has put the final touches on its new beauty hall with the launch of phase 3, an events and services space that opened Tuesday in Knightsbridge. In total, the retailer’s new beauty space spans 90,000 square feet, and is nearly three times larger than it was before.
“This is what I would probably describe as the pièce-de-résistance, it’s game changing and it really is about us pushing ourselves to ask what that online and off-line experience looks like and how they play together,” said Annalise Fard, director of beauty at Harrods.
The events and services space sits below the skin-care hall on the lower ground floor and can be reached via a spiral staircase lined with digital screens. At the foot of the stairs is a waiting space and a reception area where customers can check in, or book their treatments.
To the left is a small auditorium with retractable glass walls that can comfortably seat around 30 guests. This is where Harrods plans to hold master classes with professionals or live-stream makeup artists doing their work backstage and answering questions at the runway shows.
“We know that clients absorb beauty information online via YouTube, and we wanted to take it to another level. For me, that was about being able to interact, ask questions and get live answers. So these spaces are set up to video conference, so we can talk to anybody wherever they are in the world. This is a full broadcasting facility,” Fard said.
Harrods has the technology to edit content and stream it live on screens throughout the store, on its social channels and web site. On Friday, Harrods held a master class with Decorté and Kate Moss.
Classes can also be live-streamed into an area near the new auditorium, where there are makeup stations for people to try on products and follow step-by-step instructions from the master classes. The classes are all available to book online.
For Fard, the most exciting addition is the Beauty Concierge, with trained staff on hand at all times to help customers with their beauty concerns.
“The Beauty Concierge is long-awaited, and responds to our clients who wanted independent and completely neutral advice. It’s a one-stop shop for the ultimate advice across multiple brand portfolios. It could range from a makeup bag overhaul, to the service propositions that are available,” Fard said.
There are 14 different treatment rooms, two of which are for Harrods’ own treatments, with the other 12 run by brand partners such as Chanel, Dior, La Mer, Clé de Peau Beauté and La Prairie.
Chanel offers a replenishing treatment, Chantecaille a Golden Radiance Facial, and La Prairie a Caviar Indulgence experience.
The interiors, too, mirror the brands’ offerings, and have been individually decorated. “Decorté is like a beautiful Japanese Onsen spa with white walls and a little waterfall, the La Mer room is almost like an apartment. We have mini-worlds for every brand,” Fard said.
While the new events and services space completes the three-year-long refurbishment of Harrods’ beauty hall, Fard said she isn’t finished yet.
“There is much more to come with our hair and beauty salon,” she said. “Let’s just say it is our next big project.”