Experiential L'Occitane store opens on Fifth Avenue

By

Gabriella Lacombe

Published
Aug 23, 2018

French beauty brand L'Occitane has opened a new experiential concept store on New York's Fifth Avenue, furthering the brand's strategy to entice customers through store doors with social media-friendly displays and hands-on interactions.

The 1,870-square-foot store, designed by the brand's International Artistic Director Daniel Contorni and VP of Concept Design, Construction and Merchandising Paul Blackburn, is decorated to evoke the bucolic charm of Provence, France, and includes a "rain shower" sink, a skincare consultation area, a decorative bench under an olive tree, and a fulfilment services counter. The immersive décor and experiential aspect is intended to encourage customers to share their store experience online, and will be "an evolutive space continuously changing to highlight seasonal campaigns," according to the brand.

“At 555 5th Avenue, each customer’s experience is intended to be unique and we are excited to launch this interactive boutique,” said Christina Polychroni, Regional Chief Marketing & E-Commerce Officer for North America. “Customers will be able to explore the L’Occitane brand history and signature products through ever-changing immersive installations that echo the Provençal art de vivre and rich story-telling moments.”

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The new Fifth Avenue location with be a participant in the L’Occitane Recycling Program, a partnership with international recycling company TerraCycle that allows customers to recycle their empty L'Occitane products and packaging.

Diversified experiences continue to be a part of the L'Occitane growth strategy, keeping in line with the fleet of traveling L'OcciTrucks launched throughout North America earlier this year. The Fifth Avenue flagship joins other experiential L'Occitane stores in Brazil, Paris, London, China, Singapore and Toronto, all of which have curated designs made to match the aesthetics and tastes of the local area.