Yves Rocher reopened its newly designed flagship store on the world’s most beautiful avenue on the 5th of May 2016. For this unusual and sensitive assignment the brand turned once again to Workshop Retail Design Agency (creator of the Yves Rocher’s latest retail concept).
The site for the store is a converted Haussmanian residence and Workshop, took advantage of the unusual layout to integrate domestic features such as rooms, corridors and stairways with a modern and immersive customer experience. Yves Rocher’s brief was to attract an international clientele and integrate the modern values of the brand whilst respecting the architectural restrictions of a listed building.
Welcome to the Botanical Beauty Lab
The interior of the store is an invitation for customers to explore the “Cosmétique Végétale” range through an innovative and multi-sensory experience. Glass, natural and living materials are combined seamlessly with technology and beauty to bring a breath of fresh air to the frenzied shopping of the Champs Elysées.
The choice of natural materials was as much about image as sensation. Wood, moss and stone are present throughout the store and bring its own subtle but distinct perfume and acoustics. The majestic chandelier “Genno” (symbolizing the origin of life) hangs over the main stairway and is made up of 240 illuminate elements, each in them form of the letter ‘Y’ (of Yves Rocher) and sprouting along strands in organic form.
Beautiful transitions generate customer flow
Yves Rocher’s flagship store is four shops in one connected with experiential transitions, enticing customers from one universe to another generating flow and natural contact with the products and beauty assistants.
MAKE-UP – Fall for the color
Workshop conceived a bright welcome and the unlimited colors of the make-up wall are in view from the front door with flash makeovers and consultations in the makeup lab. Moving up the spiral stairway to the first floor the outline of a tree appears light up in pinpoints of light through the wood.
SKIN CARE – Have a beauty break
Skincare is the heart of Yves Rocher’s expertise and Workshop created a calm and relaxed space of wood and moss dedicated to natural beauty, with diagnostic and nail bars.
PERFUME – Take your sense out
A meticulous care was taken in designing a small “Fragrances Lab”, where testing and experimenting are encouraged for a delicate olfactory journey through fields of exotic plants and flowers.
BATH – Succumb to new pleasures
The corridor leading to the bath area is the opportunity to discover the 250 sources of ingredients of Yves Rocher – the first of which is at La Gacilly, in Brittany: the village where Monsieur Yves Rocher was born.
A pathway from nature, history and science to the future
Customers can end their visit with gift and travel boxes in the checkout area for a souvenir of France and Yves Rocher. And then glass flasks, plants, and scientific equipment are the focus of the interactive display lining the route from the checkout back to the store entrance. Hidden animations and tactile screens once again enchant the senses for a unique and immersive discovery of the brand’s history since 1959.
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