L’Occitane opens immersive store on New York’s Fifth Avenue

The 1,870sqft store, located at 555 Fifth Avenue, is said to be an immersive experience for customers

Luxury French beauty brand L’Occitane has announced the opening of a new 1,870sqft concept store on Fifth Avenue, New York City, US.

Inside, the shop features a range of interactive touchpoints in an effort to pursue the brand’s customer-first retail strategy.

The engaging elements aim to surprise consumers and surpass their expectations, L’Occitane explained.

“At 555 Fifth 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 Office.

Designed by L’Occitane’s Artistic Director, Daniel Contorni, and Paul Blackburn, the brand’s VP Concept Design, Construction & Merchandising, the store features a number of unique elements.

These include a rain-shower, interactive skin care consultation area, a communal bench beneath a Mediterranean olive tree and various countertops for services to take place.

Polychroni added: “Customers will be able to explore the L’Occitane brand history and signature products through ever-changing immersive installations that echo the Provencal arte de vivre and rich storytelling moments.”

Through its global store network, L’Occitane has been rolling-out a more engaging in-store offering for consumers.

For example, its Brazil store was designed to reflect an authentic Brazilian home, a pop-up cafe concept was launched in Singapore and L’Occitane’s Paris store on the Champs-Élysées partnered with award winning French pastry chef Pierre Hermé to offer macaroons inspired by the brand’s ingredients.