L’Oréal Paris designs their first ever omnichannel concept store located in the heart Shanghai via AKQA Shanghai

AKQA Shanghai has created the experience for their first ever concept store for L’Oréal Paris, in celebration of the 50th anniversary of ‘you’re worth it’. The store is located in the heart of Shanghai’s busiest shopping district, the stage for the world’s most ambitious brands to experiment with the future of retail.

The L’Oréal Paris store functions as a gateway that gives entry to a unique space which is a fusion of all the best things that Shanghai and Paris have to offer. Visitors can take an immersive bike-ride along some of the most beautiful streets of Paris, while collecting L’Oréal Paris discount points. Or, watch and interact with famous beauty Key Opinion Leaders that live stream from the in-store set. Each visit is linked to the user’s WeChat account via the L’Oréal mini-program, enabling the brand to provide visitors with a personalised experience and continue the relationship after they’ve left the store.

AKQA’s Managing Director Jon Ip, said: “I’m very humbled by L’Oréal Paris appointing us as their trusted partner for this project, and unbelievably proud of the full store concept that the team both envisaged and created. I’m looking forward to seeing how visitors experience the space.”

Every in-store interaction carries an element of the iconic ‘you’re worth it’ tagline. Visitors can use face scanning technology to receive a printed skin analysis report and personally coded key to unlock their beauty throughout the store. Visitors can also use this key to explore their recommendations in store, and learn how the recommended products help with improving the quality of their skin. Recommended products can be directly picked-up in store, delivered to any address in China, or added to their digital shopping basket, linked to their account on the L’Oréal mini-program, to be purchased at a later moment.

Xylia Chen, Associate Merchandising Director L’Oréal Paris, said: “The ‘L’Oréal House of Worth’ concept store represents the most modern manifestation of the L’Oréal brand. It is the ultimate realisation of the ‘you’re worth it’ lifestyle. We’re excited to welcome guests to the space to experience L’Oréal like never before.”

The store’s unique omnichannel environment provides people with a remarkable experience, with entertainment and education at its core. The concept is permanently located on Nanjing East Road 299.