Sephora plans new concept for Milan

(AFP PHOTO/JEAN-PIERRE MULLER)

Beauty retailer Sephora is preparing for the launch of its biggest European store yet, which will open February 24 at the Corso Vittorio Emanuele in Milan.

February 24 is also the launch date of Milan Fashion Week, which seems to be no coincidence: the new architectural concept envisioned by Sephora, which will give beauty brands more space on three floors to create their own booths, is more reminiscent of a fashion department store than that of a classic perfumery and clearly targets Milan's fashion-savvy crowd.

According to Women's Wear Daily, the beauty chain is also planning to shake things up in Milan by giving the brands opportunities for "theater-like brand showcases:" Laura Schiatti, Sephora Italy's marketing director, told the paper that each month, a different company would be able to use "music, tools and images [to create] a new entertainment shopping experience vital in this current climate" in a specially designated space.

Italy is Sephora's second-biggest European market after France.