L'Occitane en Provence has opened its first-ever "immersive digital connected shopping experience," at its flagship store in Canada.

The newly re-designed boutique is located in Toronto at the Yorkdale Shopping Center, and at approximately 1,600 sq. ft., it is the brand's largest store. The team celebrated with a grand opening event on December 7th, 2017. 

The new in-store customer experience is inspired by the land and culture of Provence, and invites shoppers to take a "multi-sensory journey."

Paul Blackburn, North American Vice President of Concept Design, Construction & Merchandising, explains, "Upon entering, guests will feel a sense of wonderment – they will be transported to the lavender fields of Provence, learn about L'Occitane's expertise in the art of extraction, and visit the land of Corsica, home of the powerful Immortelle flower."

Blackburn continues, "Behind the striking external glass façade, a curved video wall immediately attracts the attention of passersby. Below this eye-catching feature is an immersive digital experience inside a pair of suspended capsules. Within each capsule, a true story unfolds before your eyes combining imagery, scent, light, and sound for a truly sensorial experience."

Design Details

L'Occitane commissioned School House, a renowned brand creative and experience agency, as lead designers for the new store.

Christopher Skinner, founder, School House, says, "The exterior's twenty-two-foot high glass façade hosts a striking curved video wall that is six feet high and eighteen feet wide, drawing the guest in. Upon entering, guests are greeted by yellow glass archways, inspired by Provençal architecture. Key features include an interactive skincare bistro, and large hand cream column wrapped in communal seating."

Provence is brought to life through the elements of earth, fire, air and water. "Earth" is cultivated with a flooring of natural stone and a botanical ceiling installation of a 'land reversed.' "Water" is cultivated with automated rain shower sinks, encouraging test-and-play with products beneath showers from hanging illuminated arched domes. "Fire" is channeled through a radiating sun installation set within the ceiling plane above. And "air" is cultivated into fragrance clouds, creating a unique testing experience for fragrances.

The redesign is part of the brand's plans to expand its store concept innovation, which it describes as a "glocal" retail strategy. Its goal is to tailor the customer experience with personalized services, and adapt its concepts to local market specifications.

This month, In December 2017, L'Occitane is opening major stores in two other iconic locations, Regent Street in London and on the Champs Elysée in Paris.