France-based L’Occitane Group is joining the experiential shopping bandwagon with a new by opening a brand new L’Occitane en Provence concept store on New York City’s prestigious Fifth Avenue.
The 1,870 square foot (about 173 sqm) store located at 555 5th Avenue is an immersive destination that will communicate the brand’s signature pillars through a range of interactive customer touchpoints. Designed by L’Occitane’s Daniel Contorni, International Artistic Director, and Paul Blackburn, VP Concept Design, Construction & Merchandising, 555 5th Avenue will be an evolutive space continuously changing to highlight seasonal campaigns.
Whilst the existing L’Occitane en Provence experiential boutique at Flatiron continues to offer exceptional service and skincare innovation, the group says “555 will be more disruptive and attract new customers, encourage engagement and produce user-generated content for social media.”
The store includes a ‘rain-shower’ sink, an interactive skincare consultation area, a curved communal bench beneath a Mediterranean olive tree, and an enhanced fulfilment services ‘comptoir’.
“In today’s digital world, customers rarely enter a L’Occitane store purely out of ‘need’; they expect to be pampered and entertained and want to indulge in the experience,” explains the company.
Furthermore, 555 5th Avenue will join the L’Occitane Recycling Program, a partnership with international recycling company TerraCycle that incentivizes customers to drop off all brands of empty personal care and cosmetics packaging at participating L’Occitane retail locations.