The 222-square-foot space, filled with wooden and mineral-based elements, takes a cue from contemporary Swiss architecture.
“Our stores really embody our vision of Swiss luxury and high-touch service,” Greg Prodromides, chief marketing officer of Zurich, Switzerland-based La Prairie, told WWD. He added the new design “embodies both modernity and heritage, this sense of precision, refinement and service our country is famous for.”
Prodromides called it a “new conceptual design, a new statement for the brand,” which was created by a team of Swiss architects and designers led by La Prairie’s in-house chief architect Stana Pijunovic.
The department store corner’s visual merchandising made of natural, noble elements — a mix of raw and refined — was inspired by the Land Art school’s aesthetic and Swiss nature.
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Here there are sculptures made specifically for the corner meant to signify every one of the brand’s main skin-care lines. (They’re also to accentuate La Prairie’s ongoing link with the art world, which has included a recent partnership with Art Basel.)
“We use modern platforms, like the soon-to-come digital and interactive table that allows clients to put any of our products on it in order to get immediate access to media related to it, thanks to [radio-frequency identification] technology,” continued Prodromides.
“It’s a whole new experience and feel for our existing clients: The same brand but more modern, more audacious, more artistic — more Swiss also,” he said of the store design.
For potential new La Prairie customers, the retail format gives a warmer vibe and is more about storytelling, added Prodromides.
“Our métier is skin care, but more specifically antiaging, and as it is a very science-focused category, it can be hard to understand all the benefits of each regimen,” explained the executive. “Our new store design will facilitate this experience, but also strengthen our vision of luxury.”
It is slated for rollout in all of La Prairie’s existing and upcoming doors.
“This concept will also be adapted to 100-square-meter-plus (or 1,110-square-feet-plus) venues in Asia, including multiple consultation areas and VIP space,” said Prodromides.
After Paris, the new La Prairie retail format should be implemented next in New York, parts of China and Hong Kong, Australia and some other key European locations.
La Prairie products are sold in 90 countries worldwide. The brand is owned by Beiersdorf AG.
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