On Friday, Sephora opened a concept-testing store, which according to WWD, "aims to serve as an incubator for new ideas." Unfortunately, District L wont be stopping by the new idea lab anytime soon because it is located in Times Square.
No offense Sephora, but Times Square would be the last place in New York I would consider to place my "idea incubator." If your looking for the best place for window shopping crowds and a loss-prevention boot camp location, you've picked the right spot. When we go to pick up our GoSmile and Frederik Fekkai, we'll head to 5th and 19th.
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