Allure Store, a new experiential retail store by Allure has opened its doors in New York City’s Soho neighborhood. The store offers an editorial-led selection of beauty products.

Allure Store operates as a partnership between Condé Nast and the STÔUR Group. Allure is published in the U.S. by Condé Nast and in South Korea under license agreement with Doosan Group.

“We are so excited to open the doors to the Allure Store and welcome people who are already part of our audience and those who may be meeting Allure for the first time,” says Michelle Lee, editor in chief, Allure. “This space provides an extraordinary opportunity to highlight Allure’s favorite brands and gives shoppers the chance to experience our editors’ picks, including the Best of Beauty Award winners, all in one place.”

The store sells a curated selection of more than 280 makeup, haircare and skincare products from more than 150 brands, which have been handpicked by the brand’s beauty experts and have been previously featured in Allure.

“As consumers begin to return to in-store shopping, innovation is critical for brands to cut through the noise,” says Markus Grindel, managing director, global brand licensing, Condé Nast.   “Allure Store is reimagining retail with an entirely new approach to beauty, combining its trusted editorial voice and unparalleled expertise to create a first of its kind, 360-degree immersive shopping experience. The store illustrates how much we can flex our powerful brands by extending Allure’s iconic IP into a physical retail space.”

Allure Store, designed with an immersive, content-driven format, reflects Allure’s content themes including the iconic Best of Beauty Awards, with seasonal product changes. The store also implements a range of tech features, such as augmented reality capabilities that enable customers to try products virtually and QR codes that drive customers to multimedia content where they can discover everything they need to know about a product. Additionally, smart mirrors let users become creators by using the product samples to create looks, which the mirror then captures. Featured brands and Allure’s editorial team will regularly host in-store events, tutorials and masterclasses. New York-based brand, Still Here NY, has designed custom uniform jumpsuits for store staff.

Allure Store is open now at 191 Lafayette Street, New York City, For more information, log onto Allure.shop.