Utilizing high-end technology and elevated customization opportunities, the progressive beauty retailer COVERGIRL opens its first flagship store with a fully immersive, innovative design to enable the ultimate shared beauty experience

Purposefully located in one of the busiest city hubs in the world, the lively and community-oriented Times Square flagship CoverGirl store has established itself as a notable destination in a competitive neighborhood. An eye-catching marquee in black and white displays the brand’s essential philosophy, “I Am What I Makeup,” a perfect reflection of the empowering and innovative beauty playground that awaits inside.

As the brand’s first permanent brick-and-mortar location, the flagship leaves no corner unturned. “The CoverGirl Times Square store creates a destination-worthy, beauty playground…the first standalone retail experience elevates the brand by inviting customers to engage and interact with the product—immersing themselves in the three-dimensional expression of the brand through the color palette, super-scale branding and most importantly, allowing customers the opportunity to experiment with the product,” Mari Miura, creative managing director, FRCH NELSON, told PSFK.

At the forefront of its immersive design is the omnipresence of interactive technology, beginning immediately with a virtual store associate. Powered by Google artificial-intelligence platform Dialogflow, Olivia greets customers by offering them in-store assistance or advice on beauty trends.

Customers will find similar engagements at every touchpoint of the store’s layout. Using augmented-reality technology powered by Holition, the COVERGIRL team installed interactive glam stations and mirrors that allow shoppers to virtually try on makeup. Customers can mix and match lipsticks, mascaras, foundations and more simply with the click of a button. This reinvention of product trial in beauty retail is especially important in a location that sees hundreds of visitors daily, where shoppers may be weary of applying public makeup samples.

Not to be understated is the store’s vast array of personalization opportunities, building best on the brand’s philosophy of supporting self-expression and confidence. In addition to the customizable glam studios, the store is covered wall-to-wall in selfie backdrops and striking imagery, including a shimmer wall made of spinning light discs:

“When selecting materials for the environment, our approach was to enhance the brand palette by playing with materials and finishes which had depth, texture, sheen and sparkle to enhance and express not only the bold CoverGirl brand, but also [to make] a nod to their endless product offerings, from matte finish to glossy, we wanted the environment to reflect the merchandise in a playful, yet meaningful way,” Miura added.

While echoing the brand’s image, the design also underscores the space’s collaborative vibe. Large mirrors take up the bulk of wall space, encouraging shoppers to share their unique beauty creations on social media and beyond with a simple, succinct message: #covergirlmade.

CoverGirl

Purposefully located in one of the busiest city hubs in the world, the lively and community-oriented Times Square flagship CoverGirl store has established itself as a notable destination in a competitive neighborhood. An eye-catching marquee in black and white displays the brand’s essential philosophy, “I Am What I Makeup,” a perfect reflection of the empowering and innovative beauty playground that awaits inside.

As the brand’s first permanent brick-and-mortar location, the flagship leaves no corner unturned. “The CoverGirl Times Square store creates a destination-worthy, beauty playground…the first standalone retail experience elevates the brand by inviting customers to engage and interact with the product—immersing themselves in the three-dimensional expression of the brand through the color palette, super-scale branding and most importantly, allowing customers the opportunity to experiment with the product,” Mari Miura, creative managing director, FRCH NELSON, told PSFK.