The glamorous opening of the new KORRES 750-square-foot store and in-house Recycle Lab in Manhattan’s Nolita [photo’s]

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Korres has opened a new store in New York with its own Recycle Lab. The store is the second of its kind for the Greek beauty brand, with its first in-store Recycle Lab opening in Athens in 2020.

The Grand Opening party Korres Store took place on Tuesday May 24th and it was glamorous.

Lot’s of people, including important personalities of the city and the Greek community, attended the extremely warm event.

Among them was the president of the Atlantic Bank Nancy Papaioannou and the consul general of Greece in New York Konstantinos Koutras.

The 750-square-foot store on Elizabeth Street in Manhattan’s NoLIta allows consumers to not only purchase Korres products, but also participate in immersive experiences, including personalized skincare consultations, masterclasses, and other events throughout the year.

“Sometimes experiences are even more important than a product,” said Lena Philippou-Korres, co-founder and chief innovation officer of the brand. “Eventually you can buy a product † but an experience you can’t buy.”

Run in partnership with the New York City division of the nonprofit Precious Plastics, the Recycle Lab allows customers to take empty plastic products from any brand to be reprocessed into new products, such as combs or carrier bags, through an alternative plastic recycling system.

Korres has also enlisted the help of the Parsons School of Design faculty, students and alumni, such as modeling and technology professor Dave Marin, who will be available on site to guide visitors through the recycling process.

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The store will feature the largest collection of Korres products available in all of its locations to date, with the full selection of Korres.com offerings and some in-store exclusives.

Within the first nine months of opening, the Athens Recycle Lab has recycled more than a ton of plastic. Because the New York Recycle Lab is smaller and located at the back of the store, the brand has not yet set a recycling volume target, but is focusing on educating the public about the importance of recycling.