The relaunched CoverGirl brand is set to open a large retail store in the heart of New York, part of the mass legacy brand’s strategic overhaul.

CoverGirl will open the doors to its first retail store in the fall of 2018. Parent company, Coty Inc., announced that the newly-relaunched brand is opening a 10,000 square-foot flagship store in Times Square.

The retail store promises to be an experiential interpretation of CoverGirl’s “I am what I make up” brand philosophy, inspiring beauty lovers to use makeup as a tool for self-expression, creativity and personal transformation.

“It is our mission to show up for people wherever they are on their beauty journey, and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment,” said Ukonwa Ojo, Senior Vice President, CoverGirl. “Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”

With its impressive square footage, the store will be able to accommodate the 26 million or so New Yorkers and tourists who pass through Times Square every year. Coty said that the design and vision for the space will reflect the dynamism and energy of the neighborhood. CoverGirl’s concept store will feature an experiential beauty playroom with interactive elements, full service makeup application, on-the-go services, digital experiences and other innovative details.

“The CoverGirl store will be a beauty playroom filled with inspiration and compelling elements that bring beauty to life in a tangible way, from full service makeup application, on-the-go services to digital experiences and innovation,” said Ojo.

The store is part of CoverGirl’s strategic overhaul that began last fall when the brand celebrated its 60th anniversary.

Coty said that CoverGirl is the first mass legacy beauty brand to launch a store in North America.