Sephora has reopened two Manhattan spaces as concept stores. The new Beauty TIP (Teach, Inspire, Play) Workshop concept stores are located on 5th Avenue and 34th Street, Manhattan – the latter will be the LVMH-owned retailer’s largest experiential retail format in North America to date.

The concept stores focus on immersive and unbiased beauty services, offering a vast product assortment and educated and passionate consultants to help guide shoppers to the best product for them.

The 34th Street store spans more than 11,300 sqft, and stocks more than 13,300 products as well as 26 seats for in-store learning.

“Sephora opened in the US 19 years ago with our first store in Soho. It’s fitting that as we round out almost two decades, we return to New York City to celebrate our largest and most unique beauty experience with the opening of our new 34th Street store,” said Calvin McDonald, President and CEO of Sephora Americas. “Our innovative Beauty TIP Workshop concept encourages and supports a thriving beauty community, one that’s focused on inclusiveness, promotes self-expression, celebration and education through our unparalleled service experiences, designed to teach and inspire our New York-based clients to play and discover beauty.”