Chanel has opened the doors to its new Atelier Beauté Chanel, located in Soho, Manhattan, with the focus being on an experimental experience for consumers.

Described by Forbes as a ‘veritable beauty playground’, it is the first of its kind and urges visitors to use and trial the products. Consumers are encouraged to leave their belongings in a locker – named after a Chanel icon – as they enter the store, before creating an online profile on their smartphones in order to quickly track items they like or want to purchase. This function also allows them to book future appointments.

The atelier has separate stations for the Chanel products, with consumers not pressured to purchase in real time. Fragrances are displayed without labels, while eyeshadow testers are encased in singular sanitary cubes to avoid share twist-up tubes.

Chanel has also merged online and offline with the inclusion of the ‘content creation’ room, which gives consumers the ideal location to create flat lay imagery for social media using Instagram-approved lighting.

The space also offers skincare lessons and makeovers.