STORE SPACES

Beauty retailer goes experiential in new store model

BY Marianne Wilson

French beauty brand L’Occitane en Provence wants to transport customers to the land of its birth.

The company has completely redesigned its flagship at Yorkdale Shopping Centre, Toronto, to a new model that offers an immersive digital experience and a multi-sensory journey inspired by the land and culture of Provence. Designed by brand creative and experience agency School House, the store boasts a 22-foot- high glass façade that is home to a striking curved video wall, six feet high and eighteen feet wide, which helps draw shoppers into the space.

“Upon entering, guests will feel a sense of wonderment – they will be transported to the lavender fields of Provence, learn about L’Occitane’s expertise in the art of extraction, and visit the land of Corsica, home of the powerful Immortelle flower,” said Paul Blackburn, North American VP of concept design, construction & merchandising, L’Occitane, which operates some 240 stores in North America.

The yellow glass archways at the entry were inspired by Provençal architecture. Key store features include an interactive skincare bistro, a testing experience for fragrances, and large hand-cream column wrapped in communal seating. Provence is brought to life through various design features that channel the elements of earth, fire, air and water.

Earth is cultivated with a flooring of natural stone and a botanical ceiling installation. Water is cultivated with automated rain shower sinks, encouraging test-and-play with products beneath showers from hanging illuminated arched domes. Fire is channeled through a radiating sun installation set within the ceiling plane above and is cultivated into fragrance clouds, creating a unique testing experience for fragrances.

The store complies with L’Occitane’s eco-friendly sensibility. The lighting is 100% LED, and, for the first time in North America, an in-store bottling recycling program in partnership with Terracycle is offered. The stone flooring and countertops are made of recycled natural stone aggregates and contain pre-consumer recycled content. The yellow arches are made from specially-formulated co-polyester resin, incorporating 40% pre-consumer recycled content, compatible with one of the largest post-consumer recycle streams.

The Yorkdale redesign is part L’Occitane’ new “global” retail strategy, which driven by tailoring the customer experience with innovative and personalized services across the globe, while adapting the concepts according to local market specifications.

The retailer has two other stores scheduled to open in December, including a 6,450-sq.-ft. site — its largest location to date — on London’s Regent Street.

It also will unveil a new concept, on the Champs Elysee in Paris. Called 86 Champs, it was created and L’Occitane and French pastry chef, and will Pierre Hermé, the famous French pastry chef, and is described as “a haven for indulgent beauty products and delicious sweet treats.”

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STORE SPACES

Online menswear retailer to open 18 locations in 2018; reduces delivery time

BY Marianne Wilson

Made-measure menswear retailer Indochino continues to expand its brick-and-mortar footprint.

On Dec. 14, the Canadian retailer will open its 19th location, at Mall of America, Bloomington, Minn. It will be Indochino’s ninth opening this year. Heading into 2018, the company intends to accelerate growth and almost double the number of retail locations, adding up to 18 showrooms throughout the year. The sites will span North America, with potential locations including Atlanta, Austin, Nashville and San Jose, Calif., as well as additional ones in large markets such as New York and Los Angeles.

Indochino’s physical outposts are designed to bring the brand’s online experience to life. Customers are paired with a “style guide” who helps him to put together a one-of-a-kind suit or shirt. The associate helps with fabric selection, and walk shoppers through the multitude of possible combinations of fabrics and personalization options to create suits and shirts that are then made to their precise measurements and shipped directly to their door.

“It’s been an outstanding year as we continued to expand into new markets and grow the business profitably,” said CEO Drew Green. “We’ve set up an on-demand retail model so we’re able to operate with no inventory in our showrooms, leveraging a unique model that minimizing costs and maximizes savings for our customers. We’re introducing consumers around the world to a newer, smarter way to shop where customizable apparel and affordable luxury are the rule and not the exception.”

Indochino also announced it has reduced the time it takes to fulfil an order from four to three weeks due to increased efficiencies across the manufacturing and delivery cycle. The company has been working closely with strategic partner Dayang Group, one of the largest suit manufacturers in the world, which has provided new resources to enhance operations in China including a dedicated production line for the brand. It has also entered into a new partnership with a leading shipping and logistics provider, which has further reduced delivery time.

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STORE SPACES

First Look: Starbucks opens its biggest, most ambitious store yet

BY CSA STAFF

Starbucks Coffee Company has pulled out all the stops in Shanghai, opening the second location of its interactive, multi-sensory Starbucks Reserve Roastery format. The coffee giant even partnered with another retail powerhouse, Alibaba Group, to create Starbucks’ first augmented reality experience.

Starbucks debuted its upscale Roastery format three years ago, in its Seattle hometown. The two-level 30,000-sq.-ft. Shanghai location is Starbucks’ biggest store to date, and also its most advanced digitally. And on a pure design level, Shanghai Roastery is a wow. (Additional Roastery cafes are planned for such cities as New York, Tokyo and Italy.)

As customers enter the new Roastery, they are greeted by the sight of a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops (or stamps) that have been hand-engraved to narrate the story of Starbucks and coffee. One of the key features of the store is the ceiling, which is made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

The location has three coffee bars offering multiple brewing methods and some of the rarest small-lot coffees in the world, a Teavana tea “experience” bar, and freshly baked Italian artisanal food by Princi, Starbucks’ exclusive Roastery food partner. The three wooden coffee bars, including one that is 88 ft. long — the longest at any Starbucks — were handcrafted by premiere Chinese artisans and reference the unique roasting curve of individual coffee beans. Customers can watch the green beans as they are roasted, then sent through copper “symphony” pipes (named because of the musical sound the beans make as they travel through them) directly to silos at the coffee bars.

The tea bar also offers an immersive experience, with tea “curators” handcrafting unexpected creations with tea mixology as well as nitrogen and tea. For those interested in experiencing a whole new brewing method, the “Steampunk” brings together science and theater. Customers can watch tea leaves dance in the water, while steam extracts every nuanced flavor in one of tea’s most dynamic moments. Created from recycled materials using a 3-D printer and 25-ft. in length, the tea bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time.

DIGITAL: The Shanghai Roastery is the first Starbucks location to seamlessly integrate a real-time, in-store and online customer experience. Customers can point their mobile devices at key features around the Roastery to immerse themselves in Starbuck’s first augmented reality (AR) experience, which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app. The experience brings to life information about the Starbucks bean-to-cup story.

In addition, the Roastery digital web-app platform also incorporates a digital menu and will intuitively, through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media. The Roastery’s digital experience is designed by Starbucks and powered by Alibaba Group’s scene-recognition technology.

The experience also extends to Alibaba’s online marketplace, Tmall, allowing customers to purchase Shanghai Roastery and Reserve branded merchandise and whole bean coffee for delivery directly to their homes, or to register for specially-curated coffee tasting experiences that can be enjoyed at the Starbucks Roastery in Shanghai.

China is Starbucks’ fastest growing market with more than 3,000 stores across 136 cities. The company already has over 600 stores in Shanghai — the largest number of stores in any city where Starbucks has a presence.

“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world,” said Howard Schultz, executive chairman of Starbucks Coffee Company. “We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture.”

For more slideshows, click here.

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