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ArtDeco opens Paris fagship In a bid to boost its visibility in France, German beauty brand ArtDeco opened its first European flagship store in Paris this month. The boutique is located near the city’s boulevard Haussmann department stores Galeries Lafayette and Printemps and is intended to be a showcase for the brand. “It is very important to have a presence in Paris for our brand image. The objective of the store is to capture customers from Paris and other parts of France, tourists and also to be a training center for our French aestheticians,” comments ArtDeco general manager France Roger Meynlé. ArtDeco vice president marketing Anna Blasco adds: “This new store is also part of our strategy to reinforce our corporate identity and our image, which has included putting in place new and bigger counters [in-store] in other markets.” The need for the boutique became all the more urgent following ArtDeco’s decision to pull out of Galeries Lafayette’s Haussmann store last August, after the retailer opted to sell the brand along with several others in its lingerie department instead of on the main beauty floor. 2 The 170m (1,829ft ) ArtDeco store is divided into three main areas for make-up, nails and 2 skincare. There is a make-up bar, offering a range of services, including makeovers for the day or evening, wedding make-up and make-up lessons. The nail area is home to a nail bar, where consumers can choose a single service, such as nail polish application, a hand mask or scrub, or a combination of services or full manicure and pedicure. At the back of the store is the skincare area. The boutique also houses two treatment rooms, offering three 30-minute express treatments costing €29, and six longer treatments. ArtDeco is currently sold in around 2,200 beauty institutes in France and from September the company hopes to begin setting up partnerships with institutes, whereby they will s ArtDeco is looking to boost the brand’s incorporate the ArtDeco name in their branding and sell the brand exclusively. visibility in France with its new flagship store Editions de Parfums Frédéric Malle’s new generation store Fragrances expert Frédéric Malle has embarked on what he calls the new collection of Editions de Parfums boutiques, with the opening of his second New York store this month. The idea behind the new concept of boutiques is to let the architects who are chosen for the projects design their ideal store. The second New York store, which is located at 94 Greenwich Avenue in New York and covers 40m (431ft ), was designed by American architect Steven Holl. It features walnut 2 2 wood display cases and furniture set against metallic-colored walls, which are decorated with a material that the company refers to as aluminum foam. The store also showcases features from other boutiques, such as portraits of perfumers who have created the store’s scents, refrigerated cabinets to stock perfumes and special smelling chambers where consumers can test scents. Editions de Parfums Frédéric Malle was created 14 years ago with the idea of “publishing” fragrances from the industry’s best perfumers, and now has a total of fve stores (three in Paris and two in New York). It plans to open more standalones in the future, with Malle s The new Editions de Parfums Frédéric saying that the boutique format is “the best way to generate the level of service that selling our Malle stores lets architects design their perfumes requires.” n ideal boutique September-October 2014 - N°19 - BW Confidential 47