PARIS – The newly renovated Samaritaine homes a wonderland of magnificence. Sprawling over 36,600 sq. ft on the minus-one degree of the division retailer, it’s the largest ground promoting perfume, make-up, skincare and hair care in continental Europe.
Here, one can discover 200 manufacturers from France and the world over plus a wealthy menu of providers – from spa and hair remedies to make-up classes.
“We wanted a beauty [department] that was really welcoming, luminous,” defined Marie Leport, merchandising supervisor for magnificence at DFS, which runs the Samaritaine. She was referring to the 2 skylights flooding the house with pure mild.
“Look at the floor of mosaics. We gave [designer] Hubert de Malherbe the brief to make a concept very Parisian,” stated Eléonore de Boysson, who heads DFS’ European and Middle East operations.
The thought was for the sweetness ground to really feel like a metropolis inside a metropolis, a veritable celebration of Paris. Each half has its personal mosaic carpet – laid piece by piece to echo mosaics in Parisian passageways – with totally different motifs. There are flowers for the perfume zone, reflecting these of the constructing’s façade, and houndstooth for the make-up space, as an example.
The current Eiffel metallic columns have been enhanced, like with stone plinth additions.
Malherbe Paris, the artistic and digital worldwide company, conceived the house, melding modern, Art Nouveau and Art Deco structure.
“These 3,000 square meters were conceived as a stroll, as a place where every woman feels at all times in the center of the capital, taking in its charming streets, discovering the frontages of multiple cafés and refined stores,” stated de Malherbe in an announcement.
“We wanted a narration that is not only the aesthetic link with a bygone era, but a contemporary and experiential transposition of what was a ‘cathedral of modern commerce,’” he continued, citing a phrase penned by Émile Zola in “Au bonheur des dames” (or “The Ladies’ Delight”) – a 19th-century novel that includes a division retailer.
At the Samaritaine every model created its personal nook, with many twisting their conventional ideas after being impressed by the shop’s decor. Kiehl’s, as an example, constructed an Art Deco-style promoting house.
“There is always a fair balance between the department store’s architecture and that of the brands… which must be expressed,” stated de Boysson.
French manufacturers have been cherry picked to be displayed alongside worldwide ones. Service is central to the sweetness ground. Beauty assistants work for the Samaritaine, fairly than for particular labels.
“They can accompany you to all the brands,” stated Leport. “That’s unique among the department stores of France.”
From the Samaritaine’s streetside entrance, giving off from the Rue de Rivoli, the place its trendy façade is of undulating glass, individuals enter instantly into the 860-square-foot division known as Beauté Pure (or Pure Beauty) promoting area of interest eco-conceived magnificence merchandise, resembling The Ordinary, Westman Atelier, Holidermie, Susanne Kaufmann, L:A Bruket, Pai and Dermalogica.
“For us it is just essential,” stated Leport. “We had carte blanche for a department store in 2021 to put really at the forefront this beauty offer that’s more responsible – be it the formulation or packaging.”
The décor on this space is modern, with waxed concrete flooring and curved metallic merchandising items created by the architects Ciguë.
About 50 sustainable magnificence manufacturers – additionally together with Ciment, Le Baigneur and Bivouak – have been chosen to populate this house.
“The aim was really to mix different brands to make people want to discover others,” defined de Boysson.
Aesop and Le Labo’s corners function a bridge between the inexperienced space and that of extra institutional, established manufacturers.
To the left, there’s the Cinq Mondes spa with home windows giving onto a backyard. Conceived to be like a Parisian condo with Haussmann-style touches, the idea is unique to the Samaritaine.
The spa, which measures about 4,305 sq. ft, feels miles away from the division retailer’s bustle. It contains seven remedy rooms, two of that are doubles; a non-public hammam, and a boutique. This city retreat’s menu of worldwide remedies has one unique to the Samaritaine, alongside the likes of Ayurvedic and Taoist cures.
Back on the sweetness ground, Fragonard – thought-about a quintessential French artwork de vivre model – has arrange its first nook in a division retailer.
An open house, known as the Pont Neuf atrium, welcomes pop-up activations. At the time of the shop’s opening, Louis Vuitton might be put in there. This can also be the touchdown spot of an escalator main down from the division retailer’s floor ground.
Around the central atrium are multi-axe, iconic manufacturers together with Dior, Chanel, Estée Lauder and Lancôme.
The Maison de Parfum regroups distinctive fragrances and bottles from manufacturers resembling Bulgari and Tiffany that vary in worth from 3,000 euros to 300,000 euros. Guerlain’s excessive perfumery has a devoted house. A special-edition flacon of Chanel Coromandel fragrance bought with a gem-encrusted brooch is priced at 10,000 euros, for instance.
Nearby is an engraving station the place the items could be personalised.
The principal perfume space has particular person shop-in-shops for large manufacturers and a gathering of area of interest scents, together with Diptyque, Frédéric Malle and Jo Malone, at its core.
The make-up house counts famed manufacturers resembling Dior and Chanel, plus labels like Charlotte Tilbury, Laura Mercier, Nars Cosmetics and Hourglass Cosmetics, that are much less extensively distributed in France. Dolce & Gabbana Beauty and Rouje Beauté are unique to the division retailer.
Brands function a make-up bar on a rotating foundation to provide makeovers, grasp courses and demonstrations. For the shop’s debut, Dior will animate the realm.
Toward the aspect of the division retailer closest to the Seine river is the skincare division with the likes of La Prairie, Clarins and Shiseido.
SK-II and Clé de Peau Beauté are the 2 Japanese manufacturers carried solely in France on the retailer, and the South Korean skin-care model Sulwhasoo makes its first foray within the nation right here.
Helena Rubinstein opted for the Samaritaine to make its return to France, whereas Orveda arrange its first nook within the nation.
The 1,775-square-foot Studio de Beauté (or Beauty Studio) is operated by Kure Bazar with a newfangled idea.
“It goes beyond the beauty of feet and hands, and stretches to hair for the first time,” stated Leport, including there might be star hairstylists coming from the world over to provide cuts, styling and shade.
Canadian laboratory Theio Vitality, in a primary anyplace, has arrange operations within the studio to investigate hair to assist individuals regulate their our bodies’ mineral composition for nail and hair well being.
Iles Formula – on provide close by – has high-performing merchandise for all hair varieties created by movie star hairstylist Wendy Iles.
For extra, see:
LVMH Sets Date for Reopening of La Samaritaine
EXCLUSIVE: Louis Vuitton to Christen La Samaritaine With Spring Fashion Show
LVMH Unveils Details of La Samaritaine Complex