The Wall Street Journal recently featured an insightful interview with Alex Levin, L+R’s Founding Partner and Director of Strategy, highlighting the firm’s role in shaping the technology strategy for Printemps New York. The article also includes insights from Mary Jane Puangco, the Chief Experience Officer of Printemps America, shedding light on the innovative approach to customer experience at the new retail destination in Lower Manhattan.
Having collaborated with Printemps for over three years, L+R played a pivotal role in the development of the store’s distinctive technology strategy. Alex Levin shared his perspective on the concept behind Printemps New York’s minimal use of customer-facing technology, a decision that sets it apart from other modern retail experiences.
“Printemps New York’s decision to minimize digital interference in favor of in-person interactions is a bold departure from the norm in retail. The decision was rooted in a belief that technology should enhance—not overpower—the customer experience. By building a seamless integration between in-store displays and digital systems, we helped to create an experience that’s as much about the environment as it is about the products,” Levin explained.
This 'subtle technology' strategy, which emphasizes human connection over tech-heavy experiences, is reflected throughout the store's design, with subtle technological integrations. The store features directional screens, but these are designed to complement the space rather than dominate it. The innovative integration of tech behind the scenes—including syncing in-store screens with the website—ensures that the technology serves the customer without detracting from the immersive shopping experience.
Levin also discussed the inspiration behind the store’s design: “We wanted to create a space that felt like a Parisian apartment. The atmosphere is key to ensuring that visitors have an engaging experience that prioritizes the physical world over digital distractions."
For more insights on how L+R and Printemps America have worked together to create this unique shopping experience, and to read the full Wall Street Journal article, click here.
