Sephora SOHO Reopens with a Transformation on May 3rd

On May 3rd, the first Sephora Store to open in the US, reopens with after undergoing a transformation. The new revamped Soho location will offer the usual product favorites, along with enhanced services, new areas to explore, and even a few surprises. You may remember the Sephora Soho store looking something like this: 
With the new redesign and reopening, you will certainly be spending more time at Sephora. The makeover signals the beginning of several major store renovations for Sephora in 2012 that will elevate the beauty retail experience in the trend, culture and fashion center of the US – New York City. Sephora Soho’s transformation includes:
  • An entirely updated appearance to showcase over 13,000 of the world’s best beauty products
  • An expanded 30 foot Beauty Studio to conduct Express Services and Customized Makeup Applications
  • A private Personal Beauty Advisor (PBA) room to provide Sephora’s signature beauty services in the most sophisticated and tranquil atmosphere


  • A separate Fragrance room that allows clients to explore the world of fragrance in a completely immersive environment 
  • A specially commissioned art installation by New York artist Eric Daigh, combining his unique portraiture and Sephora’s brand codes including the flame, a symbol synonymous with Sephora since its creation in 1970
  • New Cast Costumes designed by Prabal Gurung
To celebrate the opening, Sephora will be featuring a variety of Soho-inspired events and services all weekend long:
  • Meet Kat Von D & Experience Her First Solo Art Show, “New American Beauty”, Thurs May 3rd 6 – 8 pm 
Meet Kat Von D, tattoo artist, TV star, and owner of High Voltage Tattoo as she previews her exclusive art prints for her New American Beauty art show which benefit the Art of Elysium. The first 100* people to purchase a limited edition art print or any Kat Von D beauty product will have the opportunity to meet Kat that evening. *Clients may begin purchasing prints and products on Thursday, 5/3 at 10 am.
  • Get Soho- Stylized 
Transform yourself at Sephora Style Stations where Sephora Cast Members and Brand Experts will be on hand to offer complimentary Soho-inspired hair, makeup, skincare and fragrance services. Before leaving the station, have your picture taken to be streamed to the live installation on the store front windows.
  • Sephora Personalized Beauty Assessments by “The Bumbys,” Friday (5-7 pm), Saturday and Sunday (3-5 pm) 
Once you have achieved Soho beauty style, let anonymous New York performance artists Gill & Jill Bumby provide “Fair and Honest Appraisals of Your Appearance” with nothing more than their manual typewriters and charming wit. It’s as simple as it sounds – you stand front and center and they type you a personalized assessment of how they think you look!
  • LIVE MULTI-MEDIA WINDOW INSTALLATION 
Shoppers along Broadway will be able to view the Sephora Soho profile coming to life in the window display. A live multi-media installation will create a dynamic and engaging living art piece that is reflective of the neighborhood’s unique attributes; images of neighborhood landmarks, architecture and street signs will be juxtaposed with photos and video of clients showing off their new Soho inspired look and will be punctuated with real-time social messaging.

Sephora and Firmenich Presents Sensorium – A Sensory World

Sephora and Firmenich have come together to create an interactive, multi-sensory art experience of scent that any fragrance lover will enjoy. And it seems there are not as many of us as there once was. “Armed with more than 5 years of statistics depicting a dramatic decline in fragrance use and the knowledge that nearly 2 million women have stopped using scent*, Sephora, the leading specialty beauty retailer, and Firmenich, global leaders in fragrance and flavors, have created The Sensorium™ – a ground-breaking multi-sensory journey designed to re-ignite a love for fragrance.”

The first-of-its kind open to the public, The Sensorium™ is a voyage through Lucid Dreams from the sensory world. The dynamic experience explores the emotion and instinct of scent through interactive experiences, compelling film, story-telling and three-dimensional art. Open for a limited engagement in the heart of the Meatpacking District, guests will be invited to connect with scent in new and exciting ways.


Upon entry, guests start the tour with the history of fragrance and how our brain reacts emotionally to fragrances. Then you move on to the deprivation chambers where you hear true stories shared by people who have lost their sense of smell. And you know the sense of smell and taste go hand in hand – imagine not being able to enjoy your favorite foods.

Next, the guests are re-born into a world of scent that connects everyday actions and memories to scents that are an integral, yet often unnoticed, part of their days and lives. What does summer vacation smell like to you?

Then, a glimpse into a factory of creation allows the guest to discover how magical molecules and extractions blend together to form a finished fragrance that embodies and evokes a unique emotion. The journey climaxes during an exploration of the brain’s purely instinctual reaction to scent when guests enter a dream-like state that allows them to discover their most primal, uninhibited

Once guests have completed their journey, they are encouraged to take a seat at the Fragrance Bar, the sixth and final stage of the experience. Here, they will engage in a process similar to that of a wine tasting in which they will smell unbranded scents, discovering preferences based on emotion instead of marketing messages or bottle appearance.

The ticketed event will be open to the public from October 7, 2011 through November 27, 2011. Your $15 admission fee is redeemable as a $15 Sephora gift card.