Sephora Barcelona & the experiential retail game

We’ve been to Barcelona in 2018 and one of the highlights was a trip to a Sephora store. In a mix of Arcade with Makers Room, every inch of the beauty retail was an invitation for experimentation and playfulness.

Despite the fact that beauty is still one of the things people still shop for in stores, it always amazes me things retail do in order to reinvent itself, catering to the new generation of customers (a quick reminder: Sephora first launched in Paris on 14 August 1969).

No wonder, earlier this year, this Business of Fashion article boasts the dominance of the LVMH company in the beauty game. After all, the retail game is so much more than“just about walking into a store and picking something off the shelf”, isn’t it?

A bored boyfriend spotted in the corner.