Starting in London on one of the most
iconic shopping streets, Regent Street, a
formidable flagship has been launched
by a famous French beauty, skincare and
fragrance brand. Radiating warmth, colour
and vitality, this exquisite new emporium is
full of French flair.
The L’Occitane store has huge street
presence. The windows are laden with a
plethora of plants in all shapes and sizes
forming a botanical garden that frames
the windows and leads your eye across
the numerous, delightful instore displays.
The company anticipated this green oasis
would captivate passersby and become an
Instagramable feature, it definitely caught
my eye!
Step inside the 6,450 square foot store and
you are immediately transported a million
miles away from the hustle and bustle of
Regent Street into a serene and calm world.
It is meticulously merchandised, fabulously
fitted out and skilfully lit. An abundance of
display props and features fuse seamlessly
with the product and their well designed
fixtures and fittings. FutureBrand UXUS
collaborated with L’Occitane to create a fully
immersive experience store.
Although heavily merchandised, the Regent
Street mecca offers a rare degree of fluidity
and spaciousness. Ergonomic display
units lead you on a relaxed journey through
the brand’s Provencal roots. From soaps,
face, fragrance and hand care; each range
has its own display table and unique story
complete with lavish decoration.
On the ground floor wall and freestanding
units are loaded with fragrant produce and
ensconced in lush vegetation: real roses,
lavender and moss shroud pillars that rise
from the tables to the ceiling above, each
revealing a particular product range. An
enormous central display reaches right
up through the ceiling to the floor above;
flowers, vines and lights are entwined and
cascade down through the arresting apex.
A further collection of pot plants gather
around the base, below the counter to
complete the feature.
Cabinetry is extremely well crafted, artfully
decorated and beautifully merchandised
amidst an array of colour and texture to
help bring the brand to life. The fresh, zingy
colours are set off against a neutral toned
floor and brilliant white ceiling – dotted
with spotlights. The lighting is sublime, you
can almost feel the warmth of the South
of France shining through this glorious
environment, courtesy of the multiple gold
highlights which sparkle under the spots.
Although their previous stores were never
dull or cluttered this is a real triumph for the
high end retailer.
Another ingenious invention by the
designers is the beauty bar with testing
station plus macaron bar and cafe by Pierre
Hermé Paris. The chic counter where you
can sample hand creams and macarons
simultaneously is located on the far side
of the store. Styled much like a French
patisserie having a wooden base, marble
top and elegant glass display case, it is
crowned with a honey coloured, tiled ceiling
that emits a vibrant glow onto the neatly
arranged produce and diffuses through the
store. The area beckons you across the
shop and invites you to sample its delights.
A grand staircase edged with gold and
botanical imagery leads you to the floor
above, where the atmosphere is even more
relaxed and refined. The lower ceiling
and natural wood floor convey a more
intimate vibe. The gold tiling is continued
on sections of wall and mirrored above
the circular bar. There is a café serving
refreshments and more macarons, another
product sampling station and a beauty
therapy area that provides a variety of
holistic treatments. A dedicated counter
offering a free gift wrapping service adds
another dimension to this already divine
interior.
L’Occitane’s fabulous flagship is a haven
of sensory pleasure and is the epitome of
beauty. Really worth a visit!
IMAGES – photographer Michael Franke.
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