Alexander Bogatyrev/SOPA Images/LightRocket via Getty ImagesSephora is embarking on the largest capital project in its history — a complete redesign of its stores.Sephora CEO Artemis Patrick said the redesign would change how its North American shops look.She said the refresh aimed to provide a consistent consumer experience across all stores.Sephora is betting big on its brick-and-mortar strategy by giving its entire fleet of North American stores a facelift.The LVMH-owned beauty retailer, which operates over 2,700 stores in 35 countries, will revamp the design of all its North American stores in the next five years, CEO Artemis Patrick said at the National Retail Federation's Big Show on Monday.Patrick said it will be the "largest capital project for Sephora in its history." She added that while some stores will only see minor changes, others can expect "major redesigns."She said the company talked to "millions of consumers" and used heat maps to understand its customers' shopping habits.One thing the retailer is rethinking is gondolas — stand-alone islands in its stores that display products from one particular brand.