In the quest for timeless beauty, Swiss luxury skincare brand La Prairie has reimagined their counters’ aesthetics in Paris, revealing a new luxury look.

La Prairie just launched their new store design at Galeries Lafayette, the 70,000sq m flagship luxury department store in Paris.

“We are very excited about the launch of La Prairie’s new store design and visual merchandising. This is, to us, a new brand statement, which we feel perfectly represent our quest for timeless beauty.

“And nowhere embodies the essence of that timelessness more than La Prairie’s birthplace, Switzerland,” said Greg Prodromides, chief marketing officer of La Prairie in a press statement.

“Indeed, La Prairie‘s new store design – developed internally by Stana Pijunovic, in-house chief architect – is inspired by the authentic elegance of Swiss contemporary architecture,” he added.

Swiss architects define Swiss contemporary architecture as a style that is at once raw and refined, deceptively simple in its execution, physically intense – imposing even – yet always in poetic balance with the surrounding landscape.

Likewise, La Prairie’s new visual merchandising aesthetic integrates the school of Land Art, a conceptual approach rooted in nature itself.

The reimagined treatment room at La Prairie immerses customers in an emotional experience.

Using wood and mineral elements, natural and noble materials, it is about celebrating the vitality and beauty of nature while demonstrating a deep respect for it.

In the new store, commissioned sculptures that represent each of La Prairie’s key skincare collections underscore the link between La Prairie and art.

La Prairie‘s new visual merchandising aesthetic integrates the school of Land Art, a conceptual approach rooted in nature itself.

The new La Prairie counter includes an intimate consultation space, a digital, interactive product experience table and a private payment area behind a Mondrian-inspired divider for added privacy.

The Galeries Lafayette Haussmann counter is the first in a worldwide roll-out of the new store design.