FRCH NELSON, in partnership with Shawmut Design and Construction, helped envision and design the two-floor, 10,000-square-foot retail space, turning one of Times Square’s busiest street corners into a sleek, cosmetic hub for the ultimate shared beauty experience. To create a fully immersive, innovative, beauty destination where customers are encouraged to digitally experiment and express themselves with their favorite COVERGIRL products, the team installed high-end augmented reality glam stations and mirrors that allow shoppers to virtually try on makeup. A digital greeter, customization stations, and photo studio enhance the dynamic store layout, ushering in a new era of beauty retail.