The retailer taps into the customer's senses and offers a personal experience at a tech-heavy new standalone store

Tom Ford just opened its first standalone store in Covent Garden, London. But what makes the beauty store a piece of work is all the digital technology features it offers customers.

Staying true to the brand’s modern, minimalist aesthetic, the store incorporates some design ideas from Tom Ford’s concept store in Manhattan. Aside from the aesthetics, the standalone store has plenty of technological features that help customers look for the products that suit them, as well as digital content for informational purposes. There is a digital scenting table where customers can sample fragrances. There is also AR technology for customers to try on different shades of lipstick virtually. Digital makeup mirrors instantly record makeup tutorials, while big LED screens and halos of light illuminate the space.

The 1,400-square-foot space also has dedicated rooms made specifically for extra services like male grooming, makeup, tutorials and VIP appointments. Another standalone store with the same concept will be launched in Malaysia in 2018.

Tom Ford


Lead Image: Tom Ford via Facebook

Tom Ford just opened its first standalone store in Covent Garden, London. But what makes the beauty store a piece of work is all the digital technology features it offers customers.

Staying true to the brand’s modern, minimalist aesthetic, the store incorporates some design ideas from Tom Ford’s concept store in Manhattan. Aside from the aesthetics, the standalone store has plenty of technological features that help customers look for the products that suit them, as well as digital content for informational purposes. There is a digital scenting table where customers can sample fragrances. There is also AR technology for customers to try on different shades of lipstick virtually. Digital makeup mirrors instantly record makeup tutorials, while big LED screens and halos of light illuminate the space.