The Estée Lauder Companies will launch a new retail format in commuter central: Piccadilly Circus Underground Station.
Opening on Friday 15 May, the new Piccadilly pop-up will showcase a range of The Estee Lauder Companies’ brands through a rotational programme of retail, service and experience, and expands on an already diverse portfolio of retail outlets.
Botanical hair and beauty brand Aveda kicks off the companies’ year-long residency with its first ever pop-up. For three months the beauty brand will offer an express experience where commuters and guests can ‘fix’ their hair on-the-go as well as pick up an edited offering of the season’s “must have products”. A selection of pop-ups from of the companies’ other brands will then follow.
Jo Dancey, Executive Director of Retail Operations and Property Services for The Estée Lauder Companies UK & Ireland commented:
“As a consumer-inspired company we wanted to create an offering that would speak to our consumer’s needs for a retail experience that fits around their busy lifestyles. With over 41m journeys made via Piccadilly Circus Underground each year, by bringing The Estée Lauder Companies’ wide offering of premium brands to Piccadilly Circus we are able to extend our high-touch service to reach consumers in a new and unexpected format.”
The Estée Lauder Companies launched Jo Malone London and MAC free-standing stores in the prime travel hub of St Pancras Station, London in 2014 and this latest Piccadilly Circus launch serves to further support our growth strategy within this space.”