M•A•C Cosmetics opened its first youth-driven retail store at The Florida Mall today, targeted to teens and those “with a youthful spirit.” To celebrate the grand opening, up-and-coming recording artist Madison Beer participated in selfies with fans.
The new store, which features a 40-foot-wide entrance and more than 1,000 square feet of retail space, is situated near the mall’s main entrance and food court in the middle of a mall-crossroads. The store’s open structure creates an inviting environment and is visible many yards away. The M•A•C logo is featured prominently as a large “M,” “A” and “C” and is integrated seamlessly with the architecture.
This new store is “all about fun and experimentation,” said James Gager, creative director for M•A•C Cosmetics. “We wanted a large theatrical rendition — almost a stage set — of our M•A•C logo. We normally keep our branding fairly minimal, but this store was the best place to make it really stand out.”
The centerpiece design is the “C” play table, featuring numerous interactive tiles. At about 20 feet long, the table allows shoppers to test and effectively “play” with M•A•C’s product line-up, which store artists will update and change to reflect current youth trends and new collection launches.
“People want to play, and not in such a structured way as a lot of makeup counters have today,” said Gager. “Our consumers want to play with makeup in their own way and together with their friends. The layout in this store really encourages this.”
The staff is made up of 60 artists with international profiles. This new store replaces the brand’s previous location in the mall.