Space NK has opened a new flagship on London’s Regent Street, called ‘Innovation by Space NK’.
The store was created as a one-off concept and will act as a test bed for innovative product launches.
The store includes an on-site beauty school for employees and customers, offering tutorials with the retailer’s team of professional artists. It will also host meet-and-greets with brand founders.
In store, we will blur the line between visual merchandising and bespoke curated art, featuring some of our most iconic brands at the heart of the Space NK assortment.
A selection of products curated by a former Beauty Director will also be displayed in store, called “The Edit”. The collection will be displayed in a tower and updated continuously to showcase trending ingredients or seasonal colours.
Consumers will be able to pre-order the most popular products ahead of their launch. Margaret Mitchell, Head Buyer at Space NK, said: “On social media, we have noticed a huge surge in demand for make-up launches.
“We aim to meet this demand by offering an in-store, pre-ordering service, previously only available via our website. Regent Street will be our first store to showcase these must-have products meaning customers cant not only be the first to buy, but also to try.”
Paul Wilkins, Head of Creative Services for Space NK added: “Our Regent Street store location will also have unique window campaigns that differentiate it from the rest of the Space NK estate.
“In store, we will blur the line between visual merchandising and bespoke curated art, featuring some of our most iconic brands at the heart of the Space NK assortment. A screen in the store will also bring storytelling content into this unique space – traditionally this had only been hosted online.”
This will be the 61st UK store opened by Space NK. The retailer also has 26 stores in the US.