Le Labo and Saks new open design photo by Thomas Iannaccone
When Saks Fifth Avenue created a zip code, 10022 and a revamped floor for their shoe department in 2007, all of the fashion world was abuzz. Now, those of us who love fragrance will have just as much to talk about. Saks is launching a revamped Fragrance Floor including ten new lifestyle boutiques on Thursday, September 26. The reimagined space will create a new world of exploration for fragrance aficionados on Saks’ iconic beauty floor in New York.
According to WWD: “The department store has cleared 2,600 square feet of space in its flagship for an open-floor concept populated by branded fragrance boutiques. The expansive space — set apart by a white, mosaic marble floor — is the first thing shoppers see as they enter the store from Fifth Avenue. “We’ve opened it up and made it more engaging and added special services and objects,” said Deborah Walters, senior vice president and general merchandise manager for cosmetics, fragrances and intimates at Saks. “It’s really the return to the art of fragrance.”
Bond No 9 new display photo by Thomas Iannaccone
Gone are the tall, cherry-wood backdrops and traditional display counters. Saks has replaced them with customized fixtures — punctuated with sleek visuals and videos — designed to allow shoppers to seamlessly weave throughout the space and converse with sales associates. “They can actually, touch and feel and interact,” said Walters.
It’s the latest major overhaul on Saks’ beauty floor, and it comes after the retailer has revamped much of its beauty floor over the last three to four years. The improvements have included adding alcoves for more personalized services to a number of cosmetics counters. The changes also come amid seismic shifts in ownership (Canadian Hudson Bay who revamped Lord &Taylor) and top management (Marigay McKee, Harrods’ chief merchant is to be president of the U.S. luxury retailer).
Expect niche perfumery to become increasingly important as the Company is planning on expanding its offerings over the next few years. The first step is Le Labo, who had a soft launch in Houston and now has dedicated space in the flagship store.
In celebration of the launch the store Saks will kick off a 10-day fragrance bash, beginning on Thursday, September 26 offering a special gift for the first 500 Fragrance customers; followed by every single day, a special activity on the floor:
photo by thomas Iannaccone
Penhaligon’s: Thursday, September 26 The American Ballet Theatre will be dancing in a surprise performance throughout the new space in celebration of Penhaligon’s latest ballet-inspired fragrance, Iris Prima
Le Labo: Friday, September 27 Le Labo Founder Fabrice Penot will be personally snapping polaroids with customers and hand-mixing fragrances on-site using fresh ingredients
Carven: Saturday, September 28 Customers will take away spectacular floral bouquets inspired by the French design house’s signature scent and conjured up live by master florists as a gift with purchase
Acqua di Parma: Sunday, September 29 An interactive display will allow customers to experience firsthand how Acqua di Parma candles are crafted from start to finish
Cartier: Monday, September 30 commemorate the re-launch of Le Baisier du Dragon and receive a key for a chance to win a gift when you unlock the Cartier jewel box.
Diptyque: Tuesday, October 1Three limited-edition candles typically only sold in Diptyque boutiques, Cannelle, Chene, Tilleul and Aubepine, will be available at Saks; customers will receive complimentary gift wrapping with any purchase
Creed: Wednesday, October 2 A retrospective of Creed’s “Seven Generations” of fragrance will include a timeline featuring a notable fragrance from each generation in the brand’s rich history
Bond No. 9 New York: Thursday, October 3 In celebration of its 10th Anniversary at Saks Fifth Avenue, Bond No. 9 will be hosting a cocktail hour in the brand’s new shop
By Kilian: Friday, October 4 Creator Kilian Hennessy will be offering one-on-one fragrance consultations, from 2 to 6
Jo Malone: Saturday, October 5 A Jo Malone artist will craft one-of-a-kind watercolor paintings live on its boxes and as a gift with purchase, customers will receive a gorgeous display of pink peonies
Source: WWD and Saks PR
–Michelyn Camen, Editor in Chief