Yes, you heard, right. Conde Nast is making plans to open the Allure store in New York City. Designed to offer shoppers a 360-degree immersive retail experience, Allure will be curating a beauty retail experience in a stand-alone brick-and-mortar store, in partnership with STÔUR Group.
Crafted to reflect Allure’s print and digital experience, the store will embody the future of retail. Bragging a “global beauty authority” and with over 25 million readers, Allure plans to offer a unique and immersive shopping environment where customers can shop the headlines in a seamlessly.
On the beauty experience on offer, Michelle Lee, Allure’s Editor in Chief said in a press release, “The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for. We’re thrilled that the Allure Store provides us with the opportunity to connect with them and truly bring the brand to life. This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”
Markus Grindel, Managing Director, Global Brand Licensing adds. “The store marks an expansion of our direct-to-consumer experiences across the globe, and we hope that this news excites those looking ahead to when in-store shopping resumes.”
Visually, the store will span 2,900 square feet over two floors, and it will have augmented reality capabilities for customers to try on products, as well as smart mirrors. Designed to be a hub for content creation, Allure’s editorial team will regularly host in-store events, tutorials and masterclasses.
The Allure Store will open its doors on Lafayette Street in New York City in Autumn 2021.
Founding editor-in-chief of FashNerd.com, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.