L’Occitane Opens Doors to Digital Flagship Store

L'Occitane en Provence has completely redesigned its Canadian Flagship boutique at the Yorkdale Shopping Centre in Toronto, making it the brand’s first immersive digital experience and connected shopping model.

The boutique, which has multiple unique features for an immersive and connected shopping experience, is one of the largest L'Occitane boutiques in the world at approximately 1600 square feet. The exterior has a 22-foot high glass façade with a striking curved video wall that is 6 feet high and 18 feet wide in. Upon entering, guests are greeted by yellow glass archways, inspired by Provençal architecture. Key features include an interactive skincare bistro, and large hand cream column wrapped in communal seating. 

“Visiting this store will be an experience like no other. Upon entering, guests will feel a sense of wonderment – they will be transported to the lavender fields of Provence, learn about L'Occitane's expertise in the art of extraction, and visit the land of Corsica, home of the powerful Immortelle flower,” said Paul Blackburn, North American vice president of concept design, construction and merchandising. “Behind the striking external glass façade, a curved video wall immediately attracts the attention of passersby. Below this eye-catching feature is an immersive digital experience inside a pair of suspended capsules. Within each capsule, a true story unfolds before your eyes combining imagery, scent, light and sound for a truly sensorial experience.”

L'Occitane commissioned brand agency School House as lead designers for the new store.

“Journeying through Provence is a visceral experience that changes something within you. In 1976, Oliver Baussan experienced a connection to Provence's land and culture, which he distilled from Lavender and Rosemary into essential oils. In the same way, we approached Yorkdale as an artistic expression of Provence, served through tactile and digital brand experiences that spark a sense of wonderment,” said Christopher Skinner, founder and principal of School House. 

The brand says Provence is brought to life through an elevated shopping experience that channels the elements of earth, fire, air and water. For example, Earth is cultivated with a flooring of natural stone and a botanical ceiling installation of a 'land reversed.' Water is cultivated with automated rain shower sinks, encouraging test-and-play with products beneath showers from hanging illuminated arched domes. Fire is channeled through a radiating sun installation set within the ceiling plane above. Lastly, air is cultivated into fragrance clouds, creating a unique testing experience for fragrances, according to the company.

For the first time in North America, an in-store bottling recycling program in partnership with Terracycle will be offered. The stone flooring and countertops are made of recycled natural stone aggregates and contain pre-consumer recycled content.  The yellow arches are made from specially-formulated co-polyester resin, incorporating 40% pre-consumer recycled content, compatible with one of the largest post-consumer recycle streams. 

The redesign is part of a larger expansion of store concept innovation from the brand. The result is a “glocal” retail strategy, driven by tailoring the customer experience with innovative and personalized services across the globe, while adapting the concepts according to local market specifications, according to the company.

This month L’Occitane will open two additional major stores in iconic locations—Regent Street in London and 86 Champs in Paris. The Regent Street location is the largest L’Occitane store in the world while 86 Champs is a unique concept store that marks more firsts. Created by the brand along with Pierre Hermé, a famous French pastry chef, and architect Laura Gonzalez, 86 Champs combines shared expertise and passion for the best natural ingredients, resulting in a haven for indulgent beauty products and delicious sweet treats. 

L’Occitane has 240+ boutiques in the US and Canada. Globally, the brand has a total of 1,514 owned stores. The total stores including owned, franchisees and distributors worldwide is 3,000+.