L'Occitane Group has opened a new experiential concept store on Fifth Avenue in New York City.
The new store concept "redefines the in-store shopping experience," the company says. The 1,870 square foot store located at 555 5th Avenue is a "unique immersive destination," the press release states, designed to communicate the brand's signature pillars through a range of interactive customer touchpoints.
It was designed by L'Occitane''s Daniel Contorni, international artistic director, and Paul Blackburn, vice president of concept design, construction, and merchandising.
L'Occitane also has an experiential boutique in New York's Flatiron district -- but the new store is "more disruptive," the company states. It encourages engagement and produces user-generated content for social media. The new store is similar to L'Occitane's first-ever immersive digital flagship, which opened last December in Toronto.
The Fifth Avenue store includes a rain-shower sink, an interactive skincare consultation area, and a curved communal bench beneath a Mediterranean olive tree.
As part of the L'Occitane Recycling Program, a partnership with TerraCycle, consumers can drop off all brands of empty personal care and cosmetics packaging at the new store.