Ann Taylor opens concept store in Chestnut Hill

By Globe Staff

Ann Taylor, a retailer known for women’s fashion and clothing, said it is opening a new concept store in Chestnut Hill.

The chain of 265 US stores says it is in the midst of a “major rejuvenation” that includes a new concept store format that aims to showcase the fashion sensibility of Lisa Axelson, its head of design.

Ann Taylor’s Chestnut Hill location is an example of the new store format, and features include a runway of mannequins lining the middle of the store as well as crystal chandeliers, dressing rooms with a private lounge area, and a multichannel touch screen for clients to easily find with product information. One goal of the this store format is to evoke a “boutique feel, ” the chain said.

This is the first Ann Taylor Concept Store in the Boston area, the chain added.

In a statement about the concept-store format, Axelson said, “We’ve been working to reinvent the brand in a way that resonates with today’s woman.”