We visited the new Chanel London Studio store in Spitalfields. We spoke to some of staff there who told us the whole store is purely dedicated to experiences, and not sales. You can go in for beauty workshops and consultations. They even offer free bespoke beauty services, from ‘Complexion Perfection’ to ‘Trend Report Make Up’, but these need to be booked in advance.
Mixed media was used to display product, including video layered with colour palettes, allowing the product to live within a moodboard.
The workshop space sat at the back of the store. Each station had a fixed iPad for tutorials, mirrors and beauty tools.
By facing up to some hard industry truths and focussing on uncovering and communicating authentic USPs to audiences, we believe beauty brands will be able to connect in deeper, more meaningful ways.
Inspired by our #CreativityWins campaign, this month's roundup of experiences we love includes masked bar staff at Mr Fogg's, 30-second soap from Lush, a creative queuing initiative from Asda and a new format store from Sézan...