Express yourself: Beauty retailer creates multisensory space for brands

Milan – Launching its largest European store, beauty retailer Sephora introduces an architectural concept that allows brands to express themselves.

The store, at the Corso Vittorio Emanuele, opened at the same time as Milan Fashion Week. Set over three floors, it is designed for brands to entertain their customers: music and images add creativity to the store atmosphere. In addition, individual store areas are defined by colour to create a more emotional shopping experience.

‘We want our clients to express their personalities,’ Laura Schiatti, Sephora Italy’s marketing director tells Women’s Wear Daily.

The concept taps into the themes of Edu-tail-ment that we explore in our new Retail Report, exploring how new retail environments are behaving as entertainment spaces in order to encourage customers into stores once more.