Fabled by Marie Claire
21 Tottenham Court Rd, Fitzrovia, London W1T 1BJ, UK
Fashion bible Marie Claire magazine has moved from paper to retail with the launch of its Fabled store, developed in collaboration with online retail store Ocado. The result brings all the fashion expertise and beauty tips the magazine is known for into a glossy physical space.
Extending over two storeys, the 5000 sq.ft store aims to create a narrative for the consumer through experiential design and interactivity – while aligning the convenience of online shopping with the tactility of a bricks-and-mortar environment.
Gpstudio has brought magazine to magasin with its concept store for beauty brand Marie Claire.
A sleek white interior featuring touches of colour lent by the product displays creates a visual link between the brand’s on-paper design and its new retail identity, with the various kiosks and displays functioning similarly to the fashion and beauty call-outs in Marie Claire magazine.
The connection to the magazine is further highlighted by a Fable Edits space featuring an evolving series of tips and recommendations drawn from the magazine’s current issue.
Customers can test and experiment with a curated selection of premium and boutique beauty products and explore perfumes in a separate fragrance room; there’s also an entire mezzanine section dedicated to skincare products.
Throughout, digital elements such as iPads and interactive screens link the real-world experience to Fabled’s digital store – using exclusively tailored editorial content from the magazine’s expert staff to underscore the brand’s 27-year-strong authority in the space.