French personal care brand L’Occitane International has joined its competitors and opened its first experiential flagship store on Fifth Avenue in conjunction with design agency School House. 

The beauty giant has created the store with a focus on a customized approach to service and will introduce in-store technology for consumers to use. The 20,000 sq ft space is modeled on the city of Provence and has a town square-style entrance as well as different signage.

Paul Blackburn Associate Vice President Design & Construction, North America said, “We are thrilled to open the first store of the future at L’OCCITANE Flatiron, one of our flagship stores worldwide and a premier shopping destination in Manhattan.
“From entry to exit, the multisensory boutique works collectively to create both an immersive and individualized shopping experience, offering clients an unparalleled assortment of product and service.”

The in-store technology is strong, with touch screens dotted around for consumers to browse products before requesting samples and the ability to compile gift boxes on screen. With a strong focus on individual care there is a also a ‘Smart Beauty Fitting Room’ at the back of the store.

The new store concept comes at a time where many are focussing on a more direct and interactive customer experience, with Rent the Runway and Adidas, both located on Fifth Avenue, also getting involved in in-store technology and Sephora continuing to evolve and update its instore interactive offerings.