Sephora has opened the doors of its flagship digital store in Paris, France. The Sephora Flash store, at 66 Rue de Rivoli, encourages consumers to access Sephora’s online range via an array of digital and interactive features.

Thanks to its online inventory, the store requires about a quarter of the space of a standard Sephora perfumery, and carries just 3,500 products across 30 brands but providing shoppers with the opportunity to sample fragrances and cosmetics from its online catalogue. If successful, the new format will allow Sephora to open doors in smaller cities where it struggles to find the square footage required for its standard footprint.

Shoppers browsing the store will also receive a virtual basket – an NFC card – to access the online range via screens and tablets. In addition, NFC tags grant access to additional product iformation. Shoppers can recharge their cellphones at the store’s make-up bars, as well as take selfies in a dedicated selfie mirror to share on social media sites.