October 3, 2020
MAC is opening a new retail concept in Queens, New York. Called MAC Innovation Lab, it will test several experiences and focus on being close to the local consumers. The concept has already been tested in China and promise a more catered approach to retail.
The store will offer content and makeup looks that are selected specifically for the local community. The store will have an Art Studio and AR try-on mirrors, a customization palette station and a printing station, where shoppers can add images, text, emojis and MAC-branded stickers to the products they purchase.
MAC wants to bridge the gap between online and physical by offering experiences and entertainments in-store that can be relayed online.
If VR is most of the time associated with video gaming, a new use of it is made in the performing art world. Creative Studios are now offering experiences combining theater and virtual reality. They adapt the use of VR headsets to immersive experiences with real life actors.