Located at Times Square, the new store focuses on a digital experience for shoppers: from a digital Lip & Nail bar to a large screen displaying videos and allowing customers to virtually create their own monogrammed bottles. The brand is obviously embracing the digital in-store shopping trend.  

STYLE had a first look at this new digital experience last week.

 

For more details on the new store, check out our September issue which comes out on the 4th.