Nearly two years later, unique Sephora store design still turning heads

Luxury retail construction specialist, Amachris, helps renowned brand elevate shopping experience // By Sean Tarry

Whenit comes to the retail experience, and everything that goes into it, there are few elements that bear a more significant influence and impact than that of store design and construction. Importantly, it helps provide customers with a first impression and allows brands to create the ideal environment for their guests to shop within. And, given the current intensity of competition between retailers, if executed properly, a store design and build can serve as an incredibly powerful differentiator, enhancing experiences at every turn, and elevating brands above all others. It’s the kind of impact that Sephora, along with its Canadian construction partner Amachris, have enjoyed across the country with the consistent opening of beautifully constructed stores. And, nearly two years after the brand opened its location within Toronto’s Union Station, Amachris reflects on the project and the significance that it represents for both leading brands.

“Sephora at Union Station in the heart of downtown Toronto was a unique and exciting project for us in terms of its location and connection to the consumer. We understood early on that this was a particularly special project for the brand because it marked its first flagship store in a Canadian transit hub. Union Station is a large connecting route, accessible from the Toronto Transit Commission and Go Transit. Sephora has long been a brand that facilitates connection and a sense of togetherness. So, why not place it at the centre of one of the busiest transit hubs in the country? Sephora is global. But the intimate experience of a consumer encountering it on their journey made it a more personal location. Where others may see hustle and bustle, we saw an opportunity to help provide a reason for customers to take a moment, and buy that special little something, before heading off to their next destination.”

A reflection of the brand

Despite the uniqueness of the location, the Amachris team approached the Sephora Union Station build with the same dedication and commitment as it applies to every other project it undertakes. And the reason is rooted in the understanding that a store’s look and aesthetic is paramount to the appeal it might have with consumers, and the ways in which they interact with the brand.

“A store’s interior is a direct reflection of the brand itself,” says Alessia Pignotti, Amachris’ Marketing and Business Development Manager. “This is why the design and execution of a retail project is so crucial and detail-oriented. Stepping inside a store is stepping into the brand. The material choices, colours, textures and lighting create the overarching ambiance and character of the space. Coupled with the product, the design of a store shapes the shopping experience. This is a process that we understand, value, and work tirelessly to embody.”

Conducting an orchestra

In order to execute on a brand’s vision, and enhance the shopping experience enjoyed by visitors to its stores, there are obviously a number of considerations that need to be made by the specialists responsible for the job. It can be a daunting task for some. For the team at Amachris, however, the work that they do seems to take on characteristics that are more reflective of a flowing artform than anything else. In fact, Alessia likens the design and construction of a retail build to the composition and playing of music.

“Music must always be written before it can be heard,” she says. “We believe that pragmatism, foresight, and creativity are required when approaching a project. These lenses provide us the ability to execute a build-out much like conductors of an orchestra.”

Incredible design and construction

For anyone who has had the opportunity to visit the Sephora location at Union Station in Toronto, the music that’s been composed can be heard loud and clear. The store spans 4,175 square feet within the station’s Bay Street Promenade and is consistent with the more than 80 Sephora stores located throughout Canada. However, as Alessia points out, there are also a number of elements within the design and construction of this particular location that serve to differentiate it from other stores, making it such a distinct success for both partners.

“Union Station’s storefront was custom-built,” she says. “Sephora designed it, and Amachris worked alongside their team of architects and engineers to determine how it could be constructed in space. A stunning combination of starphire glass, black and white metal panels, steel inlays and patterned lighting made this two-sided storefront an absolute success. It is the only Sephora storefront in Canada with lighting integration. The individually hung letters float in space intentionally, welcoming customers through the door. These unique design elements contributed to making the store location so distinctive.”

Building lasting partnerships

Although the Sephora Union Station project was completed by Amachris nearly two years ago, the incredibly flawless execution of the store design is still turning the heads of passersby through the station, and piquing the interest of local shoppers, too. It’s a project that perfectly illustrates Amachris’ commitment to its craft, helping the company to maintain the incredibly positive trajectory of growth and success that it’s enjoyed over the course of the past two decades. It’s also a testament to the quality of the work that the company is consistently responsible for delivering. However, Amachris feels the Sephora Union Station build best represents the company’s continued emphasis on building the right partnerships.

“This project, like all others, highlights the importance of our client relationships. We are proud to be a contractor in the industry that our clients can trust with their brands. We measure success not just in the exceptional stores we’ve brought to life, but also in the quality of the relationships we’ve been able to grow. Sephora, as well as many of our other clients, have grown their brand in Canada with Amachris for over a decade. In 2016, Sephora presented Amachris the honour of the General Contractor of the Year award after completing their “Toronto Takeover,” which saw six flagship stores constructed and completed in the Greater Toronto Area during a six-month period. This is the level of commitment we extend to every project. At the heart of Amachris is our integrity and our genuine relationships with the brands and the people we work alongside. As we commemorate twenty years in business, we recognize that without our extraordinary team and remarkable clientele, there wouldn’t be a milestone to celebrate.”