In Times Square, New York, FRCH NELSON, in partnership with Shawmut Design and Construction, developed the first Covergirl flagship store as a two-level retail environment of approximately 10,000 sq ft. The project translates the cosmetics brand into a physical space centred on product trial, digital interaction and customer participation.
Located on one of Times Square’s busiest corners, the store combines a restrained black-and-white architectural palette with vivid colour accents and integrated digital technologies. The result is a beauty retail environment conceived to support experimentation with products while creating a highly visible presence within the urban context.
A two-level beauty store built around product trial
The interior is organised around the direct experience of Covergirl products. Across both floors, shoppers can test, compare and interact with the collections through dedicated stations designed to encourage experimentation.
The monochromatic background allows products, graphics and digital content to remain visually prominent, while brighter colour elements introduce contrast and reinforce the brand identity.
Rather than treating digital features as secondary additions, the project integrates them directly into the customer journey.
Augmented reality and digital interaction
A series of augmented reality glam stations and interactive mirrors allows customers to virtually try on makeup before selecting products. These digital tools are complemented by customisation stations, a digital greeter and a photo studio.
The combination of physical product trial and virtual experimentation creates a hybrid retail experience in which technology supports discovery and personalisation rather than replacing direct interaction with the product.
Glam Studios located on both levels provide additional areas where customers can experiment with different looks and create content connected to their visit.
“I Am What I Make Up” as a spatial concept
The interior design also develops Covergirl’s “I Am What I Make Up” brand philosophy through spaces designed around individual expression and participation.
Product trial is positioned at the centre of the store experience, while digital activations extend the possibilities for personalisation and sharing. This approach turns the flagship into more than a conventional cosmetics store, combining sales, experimentation and communication within a single environment.
Lighting, graphics and visual communication
The architecture is reinforced by a series of large-scale visual elements. The store features two 25-foot signs, custom illuminated signage, lightboxes and two large screens integrated into the interior.
A shimmer wall composed of rotating light discs introduces movement and reflections, while coloured LED wall washers contribute to the changing visual atmosphere of the space.
Together, lighting, graphics and digital media create a highly visible retail environment suited to the intensity of the Times Square setting while maintaining a clear focus on products and customer interaction.
Project: Covergirl Times Square Flagship Store
Design: FRCH NELSON
Construction: Shawmut Design and Construction
Location: Times Square, New York, USA
Area: approx. 10,000 sq ft