L’OCCITANE’s first London flagship store opens, designed by FutureBrand UXUS

French natural beauty, skincare and fragrance brand, L’OCCITANE en Provence, commissioned retail design experts FutureBrand UXUS to create a retail experience in the brand’s first flagship store on Regent Street. Twenty years after opening its boutique on Regent Street, the brand’s move to a 6,450 sq ft space has created an iconic new UK flagship L’OCCITANE store.
FutureBrand UXUS was briefed to create a new immersive experience that offers customers a luxurious and sensorial exploration of L’OCCITANE’s full range of natural beauty products, all inspired by the south of France art de vivre & Provençal beauty secrets.

The FutureBrand UXUS vision for the space is an enchanting retail experience with education and trial at the core, sharing the L’OCCITANE ‘beauty of life’ philosophy with the curious customer. With the region of Provence at the soul of L’OCCITANE, FutureBrand UXUS transports the customer there, with real roses and showers of lavender incorporated in the interiors, and tiles in warm yellow hues reminiscent of sunnier climes.
George Gottl, CEO FutureBrand UXUS comments ‘The store was designed around iconic views that are highly shareable. The Botanical World, placed at the Regent Street entrance was designed to attract foot traffic by its striking visual presentation, inviting passers-by to snap and share on social media.’

Upon arrival, customers are taken on a journey from garden to table – the store is an enrichment for all the senses, sunshine yellow and rose gold accents flood the space with a warm glow. The shop floor is divided into beauty zones; a sunshine fountain with an array of soaps, a wild scented garden allowing customers to explore and find their fragrance, a pampering handcare bar, an abundant harvest table and a living beauty bar. Holistic treatments are provided upstairs, with refreshments and Pierre Hermé Paris macarons served while customers relax. A free gift-wrapping service is also provided from a dedicated wrapping counter.

Jamie Taylor, Retail, Wholesale and Property Director at L’OCCITANE UK, said: “We are thrilled to secure our first UK Flagship store on London’s iconic Regent Street. This new store sets our customers at the heart of an unforgettable retail experience, with personalisation and customisation at the core. The unique concept design creates a truly multi-sensorial experience, the new macaron bar and Café by Pierre Hermé Paris completes this sensory journey. Memory creation through inspirational storytelling was our vision for this Flagship Experience Store, providing an immersive exploration true to our deep Provencal roots.”
The new Regent Street store is unlike any other L’OCCITANE shop, from arrival to exit FutureBrand UXUS has created a restorative oasis of calm on the busy London shopping street.

Photographer: Michael Franke

 

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