En Hits the Ground Running in Paris
When it comes to beauty and skincare, there’s a bit of an arms race underway at the moment as standalone brands and beauty house spin-offs vie for attention in generally central locations in the world’s biggest cities.
This being the case, every new arrival has to look a little better and, in some ways, more eye-catching than others that are around if it is to have a chance of commercial success. On which reckoning the newly-opened store from Japanese cosmetics brand En should have a fair shout.
Located in Paris’ Odéon neighbourhood, the 150 sq m store takes startling white and burnished gold as the key colours for its interior, trading from two floors; ground and basement.
As a physical entity, this is a first for En and the shape of both levels is determined by the vault-like basement, providing the cue for three other rooms, each of which uses curves to take the environment a long way from the usual square box. The contrast between the sheen of the gold and the matt stone and white surfaces across the whole of the space also helps in the creation of a sense of difference.
Beauty is a ultra-competitive sector currently, but this luxury proposition has hit the ground running.