Happiness has a new home: Schwitzke creates ”World of Happiness“ for Lancôme
For the new flagship store of the French beauty brand Schwitzke France established a unique experience concept, and transferred the client’s aspiration to the location.
The home of happiness is in prime location, especially in the case of Lancôme: In the heart of Champs Elysees, next to Galeries Lafayette the beauty brand presents its new flagship store as the “World of Happiness“. Perfectly coinciding with this year’s 85th anniversary of Lancôme, the Schwitzke Group’s office in Paris created the new beauty world with an area of 300 square meters that opened at the end of last year. Over a period of 18 months and in in close collaboration with the client, Schwitzke France implemented the luxurious experience destination – from implementation planning and development of all technical solutions up to site supervision.
As part of the L’Oréal-Gruppe, Lancôme is one of the world’s leading beauty brands within the luxury segment. With the new flagship store, the company pushes forward its omnichannel strategy and creates a place to follow its fundamental mission: to bring joy and happiness into customers’ life.
The luxury store is a worldwide unique experience, individually created for Lancôme.
The aspiration that was required to be implemented was accordingly high: The luxury store that was individually created for Lancôme is a worldwide unique experience on a total of four levels, two of them accessible for customers. The entrance area welcomes the visitor with an elaborated Exhibition Space that casts the spell of the beauty world with room-high brand installations and that will change periodically. The first artwork shows a cloud made of rose petals, which takes up the brand’s icon in an impressive way. Oversized screens showing campaign movies create a dynamic ambience within the room. The design of the room shell is determined by shades of gold, beige and nude to pink up to black, and corresponds with the individual divisions such as Fragrance, Make-up and Skincare. The Ground Level, which is extended to a two-story height, presents the typical Parisian Chic: light oak parquet in herringbone pattern on the floor pairs with black steel lamellae on the ceiling. Stand-alone tables are staged as solitaires and were individually manufactured for each division, with materials like corian, chrome-plated metal, colored mirrors or brass.
In the back part of the flagship store, a brass made staircase leads the visitor to the First Level and right into the Skincare Institute, a separate spa area for beauty treatments. Lounges, locker rooms and cabins are designed in the style of a luxurious Parisian apartment, colored in gold and beige, contrasted with black highlights, decorated with lavish glass chandeliers and a starlit sky embedded in the ceiling.
After the tendering phase, Schwitzke France managed the turnkey construction of the detailed store over a period of six months, including the supervision on-site as well as the entire building applications and communications with the city.