As it expands in New York City, Nordstrom opened the doors to its first-ever flagship store for women and children on West 57th Street across from the new Nordstrom Men’s Store that debuted last April. The new flagship store occupies the base of the Central Park Tower, which the company says is the tallest residential building in the world, according to an announcement.
The flagship will have over 100 beauty brands on two floors, with the inclusion of 16 shops from brands like Armani, Dior, MAC, YSL, La Prairie, Byredo, Le Labo, Diptyque and Creed. At the same time, four digital experiences were created for shoppers “to explore the extensive offering” per the company. Those experiences come with the inclusion of a Lipstick Finder, which lets customers try on 400 lip colors through augmented reality.
There is also a Fragrance Finder, which is an interactive quiz that is meant to find the perfect scent along with the opportunity to press a button and smell the desired scent. In addition, the New York City flagship store’s beauty floor features a Skincare Finder to help assess the needs of each individual shopper and recommend items that are helpful. And there is a Beauty Stylist Virtual Mirror, which is an interactive mirror that lets shoppers virtually try on trend makeup looks.
In separate news, Nordstrom is bringing its Nordstrom Local concept to the Big Apple. One store opened in New York City’s Upper East Side, while another was set to come to the West Village in September per news earlier this year. Customers will be able to access services such as returns, order pickup and alterations at the locations.
Additional services encompass gift wrapping with Paper Source, including a self-wrapping station; shoe, handbag and small leather goods repair; and styling offerings including consultations, appointments and other services. The West Village location will provide a rotating selection of Pop-In by Olivia Kim. And the company’s Upper East Side Location will offer regularly scheduled stroller cleanings.