Design: Various including UXUS (consulted on the design)
Opening date: February 2017
Store size: 100 sq m
Premier makeup artistry brand MAKE UP FOR EVER has unveiled a global flagship on New York's Lexington Avenue. This is the brand's first store in the US, following launches in Paris, Singapore and London.
UXUS consulted on visual merchandising and in-store edutainment trends, consumer journey and store design for the opening of the new flagship.
'We envisioned a stage ambiance for the flagship giving you the sense of getting ready for a show-stopping moment,' says Olivier Termijtelen, senior designer at UXUS.
The flagship’s sizzling black and red colour palette pops with vibrant accents. The iconic lip logo has been used on impressive displays, constructed from thousands of individual sequins. The display units are inspired by rolling makeup cases, and the use of hanging soft boxes for lighting create a backstage-like environment.
The store at 731 Lexington Avenue is MAKE UP FOR EVER’s first global flagship and the first US location to feature the brand's GO PRO MAKEUP, a live makeup tutorial experience for customers of all skill levels. 'Opening the global flagship on Lexington Avenue is a hugely significant moment for us,' says Laure de Metz, general manager at MAKE UP FOR EVER. '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.'
The digitally-enhanced beauty experience blends peer-to-peer trends with MAKE UP FOR EVER’s professional and artistic expertise in a way that encourages customers to play, share or learn at their discretion. The GO PRO MAKEUP bar features the retailer's signature rotating conveyor belt from which guests can pick a specific makeup look to try on the spot. The three-sided bar is equipped with hygiene tools, personal mirrors, hooks for bags and charging ports for phones. Much like the experience at other locations, customers can learn makeup techniques on their own or join group classes led by a MAKE UP FOR EVER professional makeup artist.
Along with the GO PRO MAKEUP launch, the store features a digital eyelash trial for customers to virtually try the brand’s wide selection and a full-wall display of Ultra HD Liquid Foundation in 40 shades.
The elevated store experience is driven by product trials and makeup mastery that unleashes creativity within each customer.