Luxury London department store Harrods has unveiled the first phase on a three-part refurbishment of its beauty department, which will eventually result in a 53 per cent increase in the area devoted to make-up, fragrance, skin care and specialist beauty services.
The iconic retailer has unveiled its new Beauty Hall, inspired by Harrods’ history as a residence, with each room offering a feeling of ‘home’. The space emulates the wing of a stately home and includes an entry vestibule, a fireplace, a library and a dressing room.
The new Beauty Hall houses superbrands including Chanel, Dior and Tom Ford, along with UK-exclusive brands and collections including Gucci Beauty, Fueguia 1833, La Bouche Rouge and Bond No. 9.
A lifestyle arena and multibrand ‘play area’, meanwhile, is home to brands including Rodial, Troy Surrat, Becca and Atelier Cologne, all of which offer new, exclusive products to mark the new landmark space.
Customers can test products virtually via the Beauty Hall’s new Magic Mirrors, which use AL technology to digitally map facial features and generate a live rendering. Customers can ‘apply’ products without the need to physically test them.
The new department also offers an array of specialist perfume brands including La Labo, Acqua di Parma and Penhaligon’s, with fragrance experts on-hand for scent wardrobing, advice and guidance.
Over the coming months, Harrods’ new Beauty Hall will stage a host of special events and masterclasses, including ‘Celebrate The Beauty Hall’ on 14 July: a one-off ticketed morning event filled with special appearances, exciting brand activations and the opportunity to experience the new space before store opening. Details of these events are available at www.harrods.com/thebeautyhall.
By 2020, Harrods will have expanded its beauty division to nearly 90,000sq ft across five floors, taking over areas of the store previously occupied by other divisions. The aim is to create an immersive and inspiring experience for customers, designed to create an ultimate beauty environment with an inclusive ambience.