L'OCCITANE’s first London store was located on Kensington High Street and opened in 1997. The French natural beauty, skincare and fragrance brand commissioned retail design experts commissioned FutureBrand UXUS to create a retail experience for the brand's first flagship store, located on Regent Street.
The brief was to create an immersive experience that can offer customers a luxurious and sensorial exploration of L'OCCITANE's full range of natural beauty products – inspired by the south of France art de vivre & Provençal beauty secrets.
FutureBrand UXUS created the space as an enchanting retail experience. At the core, is education and trial, 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.
“The store was designed around iconic views that are highly sharable,” says George Gottl, CEO FutureBrand UXUS. “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.”
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
Customers are taken on a journey from garden to table through the store. 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 hand-care bar, an abundant harvest table and a living beauty bar. Holistic treatments are provided upstairs, with refreshments and Pierre Hermé Paris macarons served .
"We are thrilled to secure our first UK Flagship store on London's iconic Regent Street,” Jamie Taylor, Retail, Wholesale and Property Director at L'OCCITANE UK. “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."
All photos: Michael Franke