XPERT BEAUTY – Cult of Beauty

Cosmetic retail concept developed around a central idea of beauty taken seriously. We have deepened our exploration into brand positioning and proposed a territory of brand values such as: elegance, professionalism, expertise and seriousness. We challenged ourselves to shift the idea of a cosmetic store that has to be playful, cluttered and over stimulating into one that is understated, clean, yet very powerful. Different display types are juxtaposed, a “beauty parlor” area is integrated and the cashier desk turned into the main sculptural focal point.