Skincare and beauty retailer L’Occitane has been creating stores that all look the same, but which are all different of late and last week it gave shape to its latest thinking in the form of a relocated store in Westfield London.
The new store is in the extension to the mall, which is now approaching being fully let, and while it looks superficially just like other branches, a number of elements have been added to the blueprint that make it different. Prime among these is the mid-shop bar with a basin. This really does have an ice bucket with Prosecco in it and the overhead canopy is festooned with dried flowers, as in other parts of the store. There are, of course, bar seats, although quite why anyone should wish to sit at a bar in a skincare shop is a moot point.
There is also a recycling point on one of the perimeter walls, filled with used L’Occitane products and with a transparent front, to show that the retailer cares etc. The legend ‘Refill, Recycle, Rethink’ adorns this feature and again, more flowers.
The retailer’s trademark yellow makes this a sunny proposition that should lighten then step of those passing it.
Source: Retail Week