design:retail - June 2017 - 18
we love this!
018
AN AMERICAN IN PARIS
A
FTER SUCCESSFUL POP-UPS in the City of Love, Birchbox and Paris have
unanimously said "oui" to one another. The subscription beauty company
has planted permanent roots in Paris with a très jolie 2,000-sq.-ft. studio
in the First Arrondissement's shopping district of Les Halles in early April. The
company admits the brick-and-mortar route was not in the original plan, but also
recognizes that 90 percent of beauty is purchased offline. "So brick and mortar is
an important way to reach our target customer-women who aren't obsessed with
beauty-and create a unique shopping experience for them," says Jenna Hilzenrath,
a spokesperson for Birchbox. Founded in 2010, Birchbox opened its first physical
studio in New York in 2014; this is its second.
Birchbox Paris plays homage to the company's personality of inclusivity,
while its joie de vivre interior design-upbeat, flirty and tasteful-honors the
host country. "We wanted to create a warm, comfortable and welcoming environment that makes beauty approachable, not overwhelming," Hilzenrath says.
Indeed the interior is inviting with playful wallpaper accents, complementary mirrors and light wood floors in Paris' classic herringbone pattern.
Traditionally, beauty products are merchandised by brand; but at Birchbox
Paris, products are organized by category (hair, skincare, makeup), making
it easier to find, test and compare. For new and curious customers, there is
an interactive area, called La Fabrique, which allows customers to pick out
exactly what they want in their box, displaying samples in containers designed
like candy dispensers in a sweet shop. The devotion to beauty continues upstairs with the pastel-friendly Birchbox Studio. Equipped with pastel chairs
and rosé poufs set against a pastel-orange wall, the living space serves multiple
functions: co-working space, photo and video studio, and event space all to
connect the Birchbox community. There's also a nook with hair stations.
Not an American in Paris? No worries. The location gives the company access to European beauty brands that require physical outlets for distribution.
Now Clarins, Caudalie, Bioderma and more are available online, offline and
in the boxes, too. "We believe that you do not need to be obsessed with beauty
in order to have a great experience buying beauty, and that belief drives us,"
Hilzenrath says.
- Lola Thélin
JUNE 2017
DESIGNRETAILONLINE.COM
Photo courtesy of BIRCHBOX
http://standoffsystems.com/dr
http://standoffsystems.com/dr
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - June 2017
design:retail - June 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Perspectives
Have You Heard?
Visual Eye
Style Made Simple
Toy Kingdom
Bergdorf Goodman
Luxury Report
Products
Backstory
design:retail - June 2017 - Intro
design:retail - June 2017 - CT1
design:retail - June 2017 - CT2
design:retail - June 2017 - design:retail - June 2017
design:retail - June 2017 - Cover2
design:retail - June 2017 - 1
design:retail - June 2017 - Contents
design:retail - June 2017 - 3
design:retail - June 2017 - 4
design:retail - June 2017 - 5
design:retail - June 2017 - Editor’s Note
design:retail - June 2017 - 7
design:retail - June 2017 - On Trend
design:retail - June 2017 - 9
design:retail - June 2017 - 10
design:retail - June 2017 - 11
design:retail - June 2017 - 12
design:retail - June 2017 - 13
design:retail - June 2017 - We Love This!
design:retail - June 2017 - 15
design:retail - June 2017 - 16
design:retail - June 2017 - 17
design:retail - June 2017 - 18
design:retail - June 2017 - 19
design:retail - June 2017 - Designer Picks
design:retail - June 2017 - 21
design:retail - June 2017 - Clicks & Mortar
design:retail - June 2017 - 23
design:retail - June 2017 - 24
design:retail - June 2017 - 25
design:retail - June 2017 - Postcard
design:retail - June 2017 - 27
design:retail - June 2017 - Perspectives
design:retail - June 2017 - 29
design:retail - June 2017 - Have You Heard?
design:retail - June 2017 - 31
design:retail - June 2017 - Visual Eye
design:retail - June 2017 - 33
design:retail - June 2017 - Style Made Simple
design:retail - June 2017 - 35
design:retail - June 2017 - Toy Kingdom
design:retail - June 2017 - 37
design:retail - June 2017 - 38
design:retail - June 2017 - 39
design:retail - June 2017 - 40
design:retail - June 2017 - 41
design:retail - June 2017 - Bergdorf Goodman
design:retail - June 2017 - 43
design:retail - June 2017 - 44
design:retail - June 2017 - 45
design:retail - June 2017 - 46
design:retail - June 2017 - 47
design:retail - June 2017 - Luxury Report
design:retail - June 2017 - 49
design:retail - June 2017 - 50
design:retail - June 2017 - 51
design:retail - June 2017 - 52
design:retail - June 2017 - 53
design:retail - June 2017 - Products
design:retail - June 2017 - 55
design:retail - June 2017 - Backstory
design:retail - June 2017 - Cover3
design:retail - June 2017 - Cover4
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