Teach. Inspire. Play.
Teach. Inspire. Play. with Sephora Michigan Ave. What a fantastic lunch break! Yes, instead of eating lunch, which I finally did do at 4p this afternoon. (And, technically, it was breakfast, cause I hadn’t had that either.) I went to Sephora on Michigan Ave’s preview store opening.
Greeted with glasses of sparkling water (the folks at Sephora captured my heart right there with that one) and a complimentary Chicago-Sephora beach bag with a gift card inside … I excitedly entered the brand new Chicago location.
Little did I know I’d be getting a presentation from Sephora North America’s CEO, Calvin, very shortly. He was, like, 2 feet away from me! In the meantime, I checked out Sephora’s new digs. See the store and Calvin’s talk on my Insta stories.
It was neat to hear the big beauty brands’ reasons for launching at such a coveted fashion-location. And it was a pleasure covering the event for DuffyDossier.com:
The following experpt is a press release, submitted to DuffyDossier.com via BoldPR.
On Friday, August 26th, SEPHORA brings its innovative BEAUTY TIP (Teach, Inspire, Play) WORKSHOP concept store to the Midwest with the opening of its new Michigan Avenue store. Chicago’s revolutionary new shopping experience will be the third SEPHORA BEAUTY TIP Workshop in the U.S., joining San Francisco’s Powell Street and Boston’s Prudential Center locations which opened within the last year, and marks the global beauty retailer’s 400th free-standing SEPHORA store in North America.
Sephora Michigan Avenue’s BEAUTY TIP WORKSHOP, an all-new 10,040 square foot street-level store, is one of Sephora’s largest and reflects the next-generation of the continuously evolving SEPHORA experience. The virtual paradise of endless beauty options includes an exciting footprint that’s both distinctive and intuitive, with over 13,000 products, and a pioneering store environment rooted in discovery and innovation. This includes a wide array of services and classes that will make a visit to the store a one-of-a-kind, individualized experience, every time.
Sephora Michigan Avenue’s BEAUTY TIP WORKSHOP, an all-new 10,040 square foot street-level store.
“We’re thrilled to expand our reimagined Sephora Beauty TIP Workshop experience to Chicago’s Michigan Avenue, one of the premier shopping destinations in the country,” said Calvin McDonald, President & CEO of SEPHORA Americas. “Every detail works collectively to create a space for our clients to Beauty Together, offering an incomparable level of integrated physical and digital designed to teach and inspire our community of beauty enthusiasts, partnered with an unparalleled assortment of prestige-only beauty that engages them to play and discover what works best for them.”
SEPHORA’S re-imagined store concept features The Beauty Workshop, the striking “heart” of the store design, and an integral part of the TIP experience. The sleek table acts as a central workstation where clients come together to learn via group beauty classes with Sephora’s educated facilitators, leverage tutorials and Sephora Virtual Artist technology on integrated iPad stations, or gather inspiration from The Beauty Board, Sephora’s own shop-able gallery showcasing user-generated content via a large digital screen. Each station is equipped with its own product, iPad, USB port and wifi, so clients can play, browse and share looks on the digital screen and online, right from their seat.
SEPHORA’S re-imagined store concept features The Beauty Workshop …
The two Sephora Beauty Studios centered in the middle of the store serve as the place for one-on-one makeovers with Sephora experts, and will feature the debut of Sephora’s NEW Digital Makeover Guide, an interactive face chart that is a record of the specific service the client received combined with customized product and application tips, and is delivered directly to the client via email, making it the first digital take-home-tool to be offered by Sephora. At the Beauty Studio, clients will enjoy large stations featuring Sephora + Pantone Color IQ touchscreens for foundation, lip and concealer shade matching, and new mirror and canopy lighting fixtures for maximum light exposure. The Beauty Studio is staffed with trained Senior Artists, and to ensure the makeover is the most convenient, clients can drop by to check makeover availability or book a premium service at one of the 14 beauty studio seats before they come in using Sephora’s client reservation system available through www.sephora.com, Sephora mobile web and the Sephora app.