MAKE UP FOR EVER has collaborated with UXUS to unveil an elevated global flagship store along New York's Lexington Avenue. UXUS has consulted on retail VM and instore edutainment trends, and created the consumer journey & store design for the opening of the new global flagship store.
UXUS helped bring the skill and artistry of the MAKE UP FOR EVER brand to life in an atmosphere charged with anticipation. "We envisioned a stage ambiance for the flagship, giving you the sense of getting ready for a show-stopping moment," explained UXUS Senior Designer Olivier Termijtelen. The flagship's sizzling black and red color palette pops with vibrant accents. The iconic lip logo on impressive display, constructed from thousands of individual sequins; display units inspired by rolling makeup cases, and the use of hanging soft boxes for lighting create a backstage-like environment.
The store at 731 Lexington Avenue is MAKE UP FOR EVER's first global flagship and the first US location to feature MAKE UP FOR EVER's GO PRO MAKEUP, a live makeup tutorial experience for customers of all skill levels. "Opening the Global Flagship on Lexington Avenue is a hugely significant moment for us," said Laure de Metz, MAKE UP FOR EVER General Manager, Americas. "Between the digitally enhanced store design, broad product assortment and unique educational experience of GO PRO MAKEUP, we're bringing the core of our brand to life in a way that our customer has never seen before."
The digitally-enhanced beauty experience blends peer-to-peer trends with MAKE UP FOR EVER's professional and artistic expertise in a way that encourages customers to play, share or learn at their discretion. The GO PRO MAKEUP bar features their signature rotating conveyor belt from which guests can pick a specific makeup look to try on the spot. The 3-sided bar is equipped with hygiene tools, personal mirrors, hooks for bags and charging ports for phones. Much like the experience at other locations, customers can learn makeup techniques on their own or join group classes led by a MAKE UP FOR EVER professional makeup artist.
Along with the GO PRO MAKEUP launch, the store features a digital eyelash trial for customers to virtually try the brand's wide collection and a full-wall display of Ultra HD Liquid Foundation in 40 shades.
