Make Up For Ever opens doors to new global flagship

By Lucy Tandon Copp 28-Feb-2017

Featuring a sushi-style revolving belt, the LVMH-owned cosmetics brand has opened its new global flagship located at 731 Lexington Avenue

Make Up For Ever has opened its new global flagship store in New York City, US.

The store, located on the East Side of Midtown Manhattan, is the first of the brand’s sites in the US to house its Go Pro Makeup experience, and follows Paris, Singapore and London.

The live make-up tutorial experience was designed to empower consumers to shop easily. Comfort is key, with lit individual mirrors and USB ports for charging smart devices.

Consumers taking part are invited to pull up a seat to a revolving belt at the heart of the store where make-up ‘looks’ – featuring a selection of products in boxes – circulate slowly.

When a look catches a consumer’s eye, they can pick up the box and learn how to create the style with the help of a Make Up For Ever make-up artist.

There is no charge for the service and up to seven consumers can take part in the experience at one time.

The store will also hold Go Pro Makeup classes from Monday-Saturday at 3pm and 6.30pm, as well as 2pm on Sundays.

Seven people can also take part in these classes, with live tutorials offered by a make-up artist on the other side of the make-up bar.

"Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us," said Laure de Metz, Make Up For Ever General Manager, Americas.

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"Between the digitally enhanced store design, broad product assortment and unique educational experience of Go Pro Makeup, we're bringing the core of our brand to life in a way that our customer has never seen before."