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Speciality rooms designed for color and to transform how consumers trial fragrance, too.
November 22, 2017
By: Christine Esposito
Managing Editor
The first Tom Ford beauty standalone store is now open in London’s historic Covent Garden. The new design of light and layered grey glass sculpture creates a visually arresting play on objects and space while highlighting his collection of makeup, skincare and fragrance for women and men. Ford's touch is said to reverberate in every dimension of the store, beginning with the LED screens lining the façade with the latest campaigns. Halos of light and floating white marble slabs showcase the exquisite design of his products, fully immersing shoppers in the convergence of glamour and technology for the most luxurious retail environment. Each room in the 130 square meter store features its own enhanced shopping experiences, equipped with various digital technologies that unite technical innovation, bespoke sculptural design and the most coveted customer services. In the color room, shoppers can discover the latest launches, most wanted colors, and augmented reality, that allow customers to virtually try on shades from the highly coveted lip color collection. In the personal scent laboratory, the brand plans to transform how consumers trial fragrance. The room features a dedicated interactive scenting installation where guests can digitally explore the unconventional scents that make up the artisanal Private Blend Collection. A dramming bar offers customized services, from luxury sampling to scent styling. Another intimate room that offers personalized makeup services and demonstrations by a Tom Ford Beauty Specialist. For the first time, customers can record their makeup applications for use at home as a personalized how-to, sent with a shopping list of products used throughout the service. There is also a private makeup services room that provides appointment-only services bookable online and in store, with Tom Ford Beauty specialists. The brand offers fragrance customization and makeup services such as application, Tom Ford's Shade and Illuminate philosophy, definitive brows, VIP masterclasses and bridal services.
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