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The Atrium’s extended store front offers improved visibility for customers within The Grand Canal Shoppes complex |
MACAU. Nuance-Watson (HK) has completed a multi-million Dollar refurbishment of The Atrium Department Store at The Venetian Macao Resort. The project, which took four-and-a-half months, follows the company’s renewal of its lease at the prime location, with a new contract through to 2017.
In 2,000sq m of space, The Atrium is one of the largest department stores in The Grand Canal Shoppes. Nuance-Watson has gained an additional 67sq m, bringing it closer to The Venetian Macao’s high traffic meeting point, the Great Hall. The store frontage has also been extended from 64m to 67m offering more visibility to passing shoppers.
The store’s facelift was revealed at a special opening ceremony on 16 January. Nuance-Watson Asia Regional Managing Director Alessandra Piovesana was joined by General Manager Alice Woo and Finance Controller Allan Yau. Guests of honour included Sands China Limited Mall Management Director Darryl Loney. The event, which also featured four “luck-filled Chinese lions”, included a tour with photo opportunities, nail service and make-up demonstrations and other highlights.
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Alessandra Piovesana hails the Macau development and the “prime space” Nuance-Watson occupies in The Venetian Macao Resort’s retail arena |
Alessandra Piovesana said: “By attracting more than 13 million visitors per year, The Grand Canal Shoppes is one of the most successful retail venues in Macau. It remains our strategic platform to expand our operational experience beyond the airport environment, enrich our customer knowledge and [create potential for] further ventures in China. We are very glad that we have successfully renewed our lease for another five years and also gained extra prime space from this highly competitive shopping mall which is 99.9% leased, filled with upscale retailers and restaurants.”
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Nuance-Watson (HK) senior executives and partners officially unveil ther new-look store |
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Alessandra Piovesana and Sands China Mall Director Darryl Loney complete the artwork on the colourful “luck filled Chinese lions” that were part of the opening ceremony |
In rebuilding The Atrium Department Store, the retailer placed the main focus on fragrances & cosmetics, which has been growing by double-digit rates year-on-year, it said. Some 75% of the store’s space is devoted to the category, and it is the main penetration driver, noted the retailer.
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Raising a toast to the opening of The Atrium’s renovated and expanded store |
Some 26 bay areas have been created for the beauty brands’ personalised counters along the walls and shop front, creating a 360-degree beauty brand presentation within the store. New brands include luxury skincare from Crème de la Mer, Helena Rubinstein, Sisley and YSL; lifestyle brands Kiehl’s, Origins and Philosophy, plus leading make-up brands Bobbi Brown and Shu Uemura.
To maximize sales opportunities across the mainly Asian customer base, a “˜Beauty & Wellbeing – Best of Asia’ concept has been created. This has introduced the Korean beauty duo of Laneige and Sulwhasoo, and Japanese brand Kose, each with a full assortment. These are complemented by Thai aromatherapy wellbeing brand Thann, as well as further Korean brands Innisfree (a herb solution and volcanic based skincare range) and The Face Shop (a natural extracts based skincare range). These brands are promoted by well-known Korean and Japanese celebrities and artists.
The retailer said: “While these brands have been well established in China and other markets in Asia, they are making their first full brand statement debuts within the Grand Canal Shoppes with The Atrium Macau, which will ensure the capture of an even higher mix of Mainland Chinese customers to the store.”
At the heart of the store surrounded by the beauty zone are the categories of watches & eyewear – with a new “˜virtual fitting service’ – plus fashion and technology.
Nuance-Watson said: “Their prominent central position will ensure that shoppers browsing in the store will be tempted by a variety of best-selling items from coveted brands.”
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Make-up demonstrations and a nail service featured in the “Discovery Journey” hosted by Nuance-Watson (HK) during the official opening event |
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The refurbishment aims to improve the positioning of The Atrium and its visibility, drawing customers’ attention from a distance. The store front design features full height painted metal fins with backlit panels. The shop front logo is emphasised by integrating backlit glowing lettering into the façade fins. Signature feature columns are distributed within a customer circulation system and by what Nuance-Watson calls a “dynamic floor pattern”. The main walkway places customers into a natural “path of travel” which will take them through to each zone, while the design aims to entice customers to stay longer in each category.
The beauty area uses subtle materials, including high gloss white paint with brushed stainless steel and acrylic to bring out the individual brand statements, while the general merchandise area adopts “warm coloured materials”, including wood veneers and carpet.
Nuance-Watson has planned an annual marketing calendar with storewide promotions and a customer loyalty programme. The first campaign under the slogan “˜Sparkling Season @ The Atrium’ will include a “wheel-of-luck” invitation to purchase in the store and a gift-with-purchase offer of a modern macaron-shaped portable mobile charger.
Since opening in 2007, Nuance-Watson’s The Atrium Macau has achieved a solid performance, said the company, citing partnerships with brands and staff dedication in managing what was a new hospitality environment. Despite a recent slowdown from Mainland Chinese visitors, Macau’s economic growth remains robust owing to the resilience of gaming revenue, noted Nuance-Watson.
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