TORONTO — Shoppers Drug Mart Thursday unveiled its first-ever Beauty Ice Palace — a dramatic pop-up ice castle — where shoppers this Valentine’s Day had the opportunity to step out of the cold and into some bold beauty looks outside their store on Yonge and Dundas Square.

This store location, which opened in June, offers a  reimagining of the space once occupied by the Hard Rock Cafe and Friar’s Tavern. It provides a refreshed design and a convenient and interactive retail experience while paying homage to its predecessor’s iconic history and musical roots.

The Beauty Ice Palace event, which is also running Friday, is giving consumers the chance to see two of 2019’s hottest beauty trends (Bright Hues and Bold Lips) come to life in one of the country’s coolest (and coldest) temporary pop-up venue as well as take part in a makeover at one of the most unique beauty stations to be constructed in Canada.