La Prairie’s ‘Swissness’ Dictates Retail Concept

NEW YORK — La Prairie is bringing a more Swiss than ever retail concept to North America.
The brand, sticking to an “if it ain’t broke” philosophy of embracing its Swiss heritage that’s no doubt contributing to reportedly double-digit growth year-over-year, will open a completely revamped shop-in-shop at Bloomingdale’s 59th Street on Saturday. It’s only the second time the brand’s presentation has had a significant update in its space here since entering the retailer’s doors 37 years ago, as well as the first U.S. retailer to introduce the concept.
The new look, which draws inspiration from Swiss contemporary architecture and the Land Art movement popularized in the Sixties and Seventies, was conceptualized by Stana Pijunovic, La Prairie’s chief architect. A handful of materials — largely consisting of wood and mineral elements — were placed thoughtfully throughout the almost entirely gray, 530-square-foot space in Bloomingdale’s, including a 95-square-foot treatment room. A series of nine display areas, a discovery table and sleek, matte merchandising risers are accompanied by two custom tester units and a custom consultation table. The location will be the site for two treatments exclusive to Bloomingdale’s as well: a Swiss hand massage available at counter and a 60-minute caviar-infusion facial.
“The first thing

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