NEW YORK — The Estée Lauder Cos. has unveiled a new retail concept for its namesake brand in the Americana Manhasset mall on Long Island and plans to use the new format as a blueprint for its future stores.
Senior vice president and global creative director Aerin Lauder was on hand at a recent opening to show off the store, which was designed in conjunction with modernist design maven and store owner Murray Moss — as in the SoHo store called Moss.
The Lauder store has a modern and graphic look, with sculptural Venetian glass chandeliers and a long mirrored table. On the ground level, color cosmetics are situated atop a long rectangular table centrally located in the nave, which culminates with a larger-than-life visual from the advertising campaign that will change each month.
The space is subdivided into what Lauder called vignettes, which are separate wall displays of brushes, mascaras, fragrances and accessories. All color cosmetics are located on a central table, which Lauder likened to a kitchen table, around which anyone can feel comfortable to gather and play.
Eva Lorenzotti, founder of the Vivre catalogue, handpicks the accessories. Offerings include handbags, limited-edition crystal-encrusted fragrance compacts, as well as jewelry inspired by ads featuring Carolyn Murphy, Liya Kebede and longtime Lauder spokesmodel Elizabeth Hurley.
Judging from the price points, the store is aimed squarely at the affluent mall shopper. Accessories range from about $50 for a compact to $2,000 for a gold lizard handbag. Of the accessories, including naturalistic-looking turquoise cuffs and jewel tone crystal earrings, Daniel Anesse, vice president marketing for Estée Lauder North America, said, “It’s going to enhance the style and fashion know-how that the brand has always had.”
Toward the back of the store is a skin care bar where customers can get mini-facials. On the lower level there is a full service spa, offering services ranging from the Stone Thermo Therapy Facial, for $95, to the Body Performance Anti-Cellulite Treatment, for $155. There is one other Lauder store in the U.S., in Las Vegas. Industry sources expect the new store to pull in $2 million during its first year. When asked how many stores the company plans to design after this thoroughly modern mecca, Lauder temptingly said, “Stay tuned.”
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NEW YORK — The Estée Lauder Cos. has unveiled a new retail concept for its namesake brand in the Americana Manhasset mall on Long Island and plans to use the new format as a blueprint for its future stores.
Senior vice president and global creative director Aerin Lauder was on hand at a recent opening to show off the store, which was designed in conjunction with modernist design maven and store owner Murray Moss — as in the SoHo store called Moss.
The Lauder store has a modern and graphic look, with sculptural Venetian glass chandeliers and a long mirrored table. On the ground level, color cosmetics are situated atop a long rectangular table centrally located in the nave, which culminates with a larger-than-life visual from the advertising campaign that will change each month.
The space is subdivided into what Lauder called vignettes, which are separate wall displays of brushes, mascaras, fragrances and accessories. All color cosmetics are located on a central table, which Lauder likened to a kitchen table, around which anyone can feel comfortable to gather and play.
Eva Lorenzotti, founder of the Vivre catalogue, handpicks the accessories. Offerings include handbags, limited-edition crystal-encrusted fragrance compacts, as well as jewelry inspired by ads featuring Carolyn Murphy, Liya Kebede and longtime Lauder spokesmodel Elizabeth Hurley.
Judging from the price points, the store is aimed squarely at the affluent mall shopper. Accessories range from about $50 for a compact to $2,000 for a gold lizard handbag. Of the accessories, including naturalistic-looking turquoise cuffs and jewel tone crystal earrings, Daniel Anesse, vice president marketing for Estée Lauder North America, said, “It’s going to enhance the style and fashion know-how that the brand has always had.”
Toward the back of the store is a skin care bar where customers can get mini-facials. On the lower level there is a full service spa, offering services ranging from the Stone Thermo Therapy Facial, for $95, to the Body Performance Anti-Cellulite Treatment, for $155. There is one other Lauder store in the U.S., in Las Vegas. Industry sources expect the new store to pull in $2 million during its first year. When asked how many stores the company plans to design after this thoroughly modern mecca, Lauder temptingly said, “Stay tuned.”