L’Occitane reached 40 years in 2016, and is still scattering the fragrance of Provence throughout its nearly 3,000-store global footprint. But in doing so, it has begun losing sight of its own magic, its core competencies, and its consumers.

In a move rarely played by the brand, it turned outward in order to reignite its global flagship in the Flatiron District of New York City. At a moment when the instant gratification of e-commerce is forcing a reduction and reinvention of brick and mortar retail, we chose to confront the issues of time head on—slowing down and savoring rather than following the prevailing trend of speeding and force-feeding, deciding the best way to communicate this in store was to create series of multisensory engagements designed to resonate in increments of time. These moments are named: ‘The Invitation’, ‘The Greeting’, ‘The Connection’, with the journey culminating in ‘The Hospitality’ where the consumer is fully hosted by an autonomous, digital, Smart Beauty Fitting Room.

Bypassing the traditional imagery of the Provence region, we use what we refer to as ‘The Alchemy of Provence’ to inform abstracted design, behavior and environment choices—to elevate Provence from a place to an experience.

In this progressive and consumer-controlled experience, the brand is no longer a corporate commodity—it becomes the catalyst that transports.