The Sephora flagship store in Milan Duomo, located in Corso Vittorio Emanuele, introduces a renewed spatial concept based on services, interactive areas and customer engagement. The project fits within the framework of retail design, redefining the role of the beauty store through a layout organized across three levels and designed to enhance the in-store experience.
The store extends over more than 1,200 sqm, connected by a central staircase that structures the vertical circulation and reinforces the spatial identity of the flagship.
Ground floor: make-up and Beauty Hub
The ground floor is dedicated to make-up and features the central Beauty Hub, a system of eight stations designed for product testing and personalized consultation. This area functions as a direct interface between customer and product, supported by scheduled activities such as the Beauty Classes, where visitors can explore techniques and trends guided by Sephora beauty experts.
First floor: community and hair services
The first floor is conceived as a relational space. The Community Table acts as a meeting point for events and discussions, while the Hair Style Bar introduces services dedicated to hair care, supported by personalized consultations. The Mask Bar complements the experience, allowing customers to integrate skincare treatments within their visit.
Lower level: skincare and consultation
The lower level is dedicated to skincare, with display systems designed to improve product readability. The Skincare Hub, equipped with multiple stations, hosts sessions focused on skincare routines and personalized advice, reinforcing the service-oriented approach of the store.
Personalization and digital interaction
The project integrates personalization services such as the Personalization Corner and the Gift Hub, allowing direct interaction with products and packaging. The Beauty Wall, an interactive screen, guides customers through services and brands, while additional digital features such as playlists, gaming areas and an interactive calendar contribute to a dynamic and connected retail environment.
by AN Shopfitting Magazine no.147 ©