A new experiential retail store by beauty publication Allure has opened its doors in New York City, serving as a physical extension of the Allure brand.

The retail-come-experience space represents Allure’s signature unparalleled expertise and innovation with an exciting array of tech features – including Swarm’s range of smart mirrors, Folio Mirrors – to enhance the in-store brand experience and digitally connect customers with brand and product content.

Each Folio Mirror function allows customers to tag the brands that they’re featuring from a live, online inventory and instantly sends the customer a secure link via mobile with the video or photo content, with customisable Allure branding, for them to share on their social channels. This simplified user experience of capturing and delivering content is ideal for busy retail environments, enabling customers to easily create their bespoke digital content as part of their connected shopping experience.

“As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise. Allure Store is reimagining retail with an entirely new approach to beauty, combining its trusted editorial voice and unparalleled expertise to create a first of its kind, 360-degree immersive shopping experience. The store illustrates how much we can flex our powerful brands by extending Allure’s iconic IP into a physical retail space,” said Markus Grindel, Managing Director, Global Brand Licensing, Condé Nast.