US beauty conglomerate The Estée Lauder Companies has opened a new European store for the Estée Lauder brand.
Located at 7 Via Dante, Milan, it is close neighbours with MAC and L’Occitane.
The outlet, whose interior was designed directly by the group’s headquarters in New York, measures 40 square metres and features an arched frontage with gold fluting, pale floors and black lacquer cabinets.
On the walls there are large TV screens showing products, such as Advanced Night Repair and Re-Nutriv.
A ‘gaming table’ is placed in the centre of the shop where customers can meet with beauty advisors and test out products.
“Milan is a key city in the world of luxury and design, but also a global tourist hub,” said Fulvia Aurino, Director of Estée Lauder Italy, about the opening.
“Our ambition is that this shop becomes, for both Milanese and tourists, the beauty destination of the most fashionable city in Italy.”
The store is plentifully stocked with iPads running the YouCamm virtual-reality beauty app, so that customers can ‘try on’ products.
There is also a click-and-collect service where online purchasers can pick up their orders and an area where visitors can have their gift purchases customised.
“We will bring to life the brand's full expression in all its aspects, from the product to the service to the environment in which they are presented,” said Aurino.
The Estée Lauder group also owns the beauty brands Clinique, Jo Malone, La Mer, MAC and Tom Ford, and has a presence in around 150 countries worldwide.
