Bloomingdales is set to reveal its revamped cosmetics’ floor at its flagship store 59thStreet, which has been underway for two years, according to a report by WWD.com.
A launch event will take place on 17thJanuary to showcase the floor, which is 36,000 square feet and a further 1,100 square feet of beauty outposts located at various different floors.
Tony Spring, Bloomingdale’s Chairman and Chief Executive Officer, said, “The new cosmetics floor is an integral part of our reimagined 59th Street store. This comprehensive renovation from an exciting home store to a destination shoe emporium to the new ready-to-wear experience and finally a playground for beauty and fragrances truly transforms our 59th Street flagship.
“Our objective was to create a modern space for beauty. The team did a terrific job of adding new concepts, experiences, brands and services. With this renovation, I believe Bloomingdale’s regains its rightful position as the destination for beauty and fragrances in New York City.”
The new floor is said to better represent the digital era and offer consumers a more modern retail experience with the likes of a La Mer interactive station that has a video screen using radio-frequency, identification-enabled technology, while the back wall of the Lancôme section is a video wall.
Other developments include the enlargement of the fragrance area by 25 percent, with six spa rooms for the likes of Sulwhasoo, La Mer, Sisley and La Prairie, as well as a rotating room. The rotating concepts are said to be used for future pop ups and new brand introductions.
Francine Klein, Bloomingdale’s Vice Chair and General Merchandise Manager for shoes, handbags, fashion accessories, fashion and fine jewellery, cosmetics and outlets, said, “There’s a lot of technology we’ve incorporated in terms of state-of-the-art installations, allowing the customer to interact with the brand and the sales professionals and the whole experience.
“Between customization, personalization, one on one, technology, there are a lot of interactive experiences.”