By  on October 17, 2014

MAC Cosmetics is giving new meaning to the kids’ table. In its 1,000-square-foot youth-format store in Orlando, a 20-foot table shaped like an elongated letter C is covered with interactive tiles filled with products shoppers are invited to touch, smell and apply at their leisure. (Rounding out the brand name, a monster M holds product and a giant A serves as the cash-wrap.) The table, which provides 360-degree access to items across the makeup spectrum mixed together rather than separated by category, is the centerpiece of MAC’s efforts to attract Millennials and Generation Z. Throughout the store, the majority of the space contains mirrors and application tools to encourage product testing. “This customer likes to come in and hang out and play. We want them to spend some time with us,” says Karen Buglisi Weiler, global brand president of MAC Cosmetics. Millennial customers aren’t afraid of touting themselves on social media, and MAC is tailoring events to encourage that. The store’s opening event featured makeup artists dedicated to helping them perfect selfies; customers tried out their new looks by snapping themselves with singer Madison Beer inside a photo booth (as seen in the picture above). The store also has an animated LED screen, seven makeup stations and a 40-foot entrance that gives the space a fishbowl-esque feel. “We don’t want to be boring,” asserts Buglisi Weiler.

This story first appeared in the October 17, 2014 issue of WWD. Subscribe Today.

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