“It was the perfect moment to reinvent the prestige beauty flagship experience,” said Guillaume Motte, Sephora president and CEO.
Following six-and-a-half months of renovation, the 12,915-square-foot store will reopen its doors to the public on Friday. This is the first major remodeling the location has had since opening in 1996.is shaping the prestige beauty landscape,” said Guillaume Motte, the retailer’s president and chief executive officer. “We are, at the moment, going through a very inspiring momentum, with vibrant innovations in terms of brands, categories and products, new customer behaviors and expectations.
Upon entering, Sephora’s walls seem to be made of the limestone used on Parisian buildings, but it’s trompe l’oeil. On the left-hand side is a click-and-collect area with a selfie-friendly, multihued light box. Francis Kurkdjian will be sold in the section devoted to high-premium fragrance brands. Facing that are premium makeup labels.
Much thought was poured into corporate social responsibility initiatives. There are, for instance, fewer digital screens in the new location versus its predecessor. Each LED system was replaced with the most consumption-efficient iteration. Where the cash registers once stood at the far right of the store now houses the skin care department, replete with strips of wood lining the walls and elevated ceiling. This vast area, with brands such as Byoma, Drunk Elephant and Laneige, has skin-related services. It is illuminated with natural light streaming through large, frosted windows.“We optimized the space of the brands” to help improve circulation, said Slaoui, explaining that some gondolas are shorter than before, measuring 6.
“We have Sephora codes — black and white — with very beautiful materials and the codes of Paris,” said Slaoui. “We are like in an apartment here.”
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