The chain of perfume shops owned by the French group LVMH has opened one of its most technological flagship stores in Madrid's emblematic Puerta del Sol, changing the location of its store from number 3 to number 11 of Madrid's famous square, offering customers a wider variety of products and services.

The shop covers an area of 550 square metres, offering customers a wider range of cosmetics and perfumes than in the chain's other shops, as well as a section selling healthcare products and over the counter medicines, a sensory cosmetics section, and innovative areas and services designed for new sectors of the public, such as make-up services at the Beauty Hub, free hairstyle ‘touch-ups’, and professional hairdressing services.

Sephora offers a New Store Concept with a surprising design, in which audiovisual and digital elements are dotted around the entire store.