Estée Lauder opened the first bricks-and-mortar location for its millennial-focused Estée Edit collection on Saturday. The 700-square-foot store is located on London’s Carnaby Street and will stock both the Estée Edit range, as well as a selection of other products from the US prestige beauty giant’s portfolio.

“London is a key city for the traveling consumer,” Stephanie Sherman, Estée Lauder Vice President General Manager for the UK and Ireland, told WWD. “It was important for us to open our first freestanding store in this travel corridor where we can showcase our brands to the world.”

The store is designed to appeal to the millennial consumer, and reflects the Estée Edit collection’s digital-first approach with a Selfie Wall, where shoppers can snap post-makeover pics and upload them to social media channels, a live user-generated content wall, and a menu of bespoke services from three-minute beauty techniques to full makeovers. The store will host weekly events too, offering expert advice on make-up application and product choice.