BareMinerals opens new concept shop in NYC's Soho
SAN FRANCISCO — BareMinerals is inviting women to experience a new way to shop with the introduction of the brand’s first-ever bareMinerals Shade Shop, which opened its doors Friday in the heart of Soho in New York City.
The new concept shop heroes the brand’s complexion products and exudes its California heritage. Conceptualized as a new way to shop, bareMinerals complexion assortment is merchandised by shade family — light, medium, tan, dark and deep — in a streamlined, easy-to-navigate environment. The store design allows women to find everything they need for a flawless-looking complexion in one location, specifically curated for her skin tone, and will also feature a rotating color bar to complete her look. Designed as a playground to test new concepts, the brand will refresh the shop seasonally, with the first transformation taking place in November.
“We embraced elements and moments that are true to the heart and soul of our brand by creating a space inspired by our home on the Northern California coastline through fresh and natural materials that are both unexpected and inviting,” explained Michelle Boudreau, senior director of global visual merchandising and store design.
The open and airy, gallery-like bi-level space utilizes raw, natural elements such as wood, polished concrete and repurposed brass fixtures. One wall is dedicated to portraits featuring women (both models and the brand’s employees) with responses to the question “What makes you feel beautiful?” inviting the community to #bareyourself and share their answers as well.
With women being at the heart of the brand, the loft-level floor of the bareMinerals Shade will be used exclusively for special events and community activities such as artistry workshops, girlfriend parties and inspired conversations with Leslie Blodgett, creator of bareMinerals, throughout the shop’s two year duration.
Timed to launch on Friday to coincide with National Girlfriends Day, the Shade Shop opening will be a weekend-long celebration full of surprises, including a chance for one customer to win a trip for her and her best friend to the brand’s hometown of San Francisco.