A new physical beauty store concept has launched in London, which is a joint project between publication Marie Claire and online retail store Ocado.
Fabled by Marie Claire has been interior designed by consultancy Gpstudio, with branding completed by The Clearing, and opened this month on London’s Tottenham Court Road.
The bricks and mortar store is an extension of the existing online store, and as a result the shop space aims to bring together the online and physical shopping experiences, says Gpstudio.
The main aim was to create an “experiential” customer journey, says Gpstudio founder Gregor Jackson, and the two floored-store space follows a “narrative”.
It includes digital touch screens where customers can learn about brands and specific products, and which link through to the accompanying website.
There is also a space where customers can test and experiment with beauty products, and a Fabled Edits area dedicated to seasonal recommendations, based on an editorial concept from Marie Claire magazine. There is also a fragrance room, and an entire mezzanine level for skincare products.
The store adopts a clinical, white interior look, with splashes of colour incorporated through product range displays. The branding uses a simple, sans-serif typeface with wide kerning.
This is the first physical Fabled by Marie Claire, with the website being the brand’s flagship. There are currently no plans to roll the concept out more widely.