New York pharmaceuticals firm Kiehl’s has launched its largest boutique in the Asia-Pacific region at Senayan City mall in Jakarta.

The opening of the 137sqm store marks the brand’s 10th anniversary in the territory and is designed to evoke classic New York themes, such as the iconic Brooklyn Bridge.

“We work hard to remain alongside current innovations and to stay relevant,” said Caroline Foo, GM of L’Oreal Luxe Division, which oversees Kiehl’s. “What has really helped us stay relevant and modern in the business landscape today is that Kiehl’s always personalises its service and moves alongside with innovations to meet consumer needs.”

Kiehl’s operates 10 boutiques in 21 Indonesian locations as well as an online store.