Helen Lazic, Executive Director, Global Store Design, M·A·C has been evolving the consumer’s store experience for the past 12 years.
After studying architecture at the Rensselaer Polytechnic Institute in Troy, New York and then working on residential projects, Helen got her foot in the door at The Estée Lauder Cos. 20 years ago as a freelancer after having just had a child. At the time she worked for domestic store design on all Estée Lauder counters.
After her children became older, in 2001 Helen joined Estée Lauder full time, when there was an opening at M·A·C, and was promoted to her current position in 2006.
Helen manages M·A·C’s entire store design team, which includes seven architects, one renderer and a project coordinator. She oversees all of the projects from North America to Asia Pacific, making sure schedules are maintained, stores open on time and also new concepts for different consumer groups are created.
Helen attributed Judy Lee, Vice President of Global Store Design, who joined Estée Lauder as head of Helen’s team less than a year and a half ago, as someone who infused new energy.
“She allowed our team to flourish. She opened the door to all sorts of possibilities and the design juices started to flow. Last year I assumed a position with greater responsibilities and much more high-level exposure. I welcomed the challenge and dedicated my time to become a strong leader and mentor for the store design team at M∙A∙C.”
Judy, Helen said, “is a special individual who knows how to pull the talent out of people.”
Of course the corporate strategy plan indicated from Helen’s group needed to look at all of its stores and design for the consumer in specific markets.
“Our overall philosophy on store design accommodates regional relevance in creative and innovative ways. We are creating bespoke retail environments to appeal to our consumers based on regions and markets globally. Essentially we are creating mini M∙A∙C universes where our products and artistry take center stage. Our stores will always feel M·A·C, but the design may differ slightly based on the location—like a U.S. suburban shopping center or the Champs-Élysées. Working in and out of new layers of creativity is the most fun and challenging part of my job.”
One of her most exciting projects has been designing the concept for the newly-revamped Macy’s Herald Square Impulse Beauty opening November 2013.