a monthly round-up of the world's best interiors and design stories
Monday 25 Jul 2011
Etude House launch JHP's remodelled store concept
Pan Asian cosmetics retailer Etude House is the fun 'entry-point' for the late teens female interested in all things ‘make-up'.
With hundreds of stores in the Far East, the store concept had 'stretched' as it travelled, leaving it a little 'over-themed'.
JHP was brought in to re-model the store, and developed a 'doll's house concept' based on wishes coming absolutely true. The store is all about youth, girly fun, delicate femininity and confidence.
As well as creating all aspects of the store concept, JHP developed visual merchandising principles, a new brand identity, uniforms and art directed the photo-shoots for their ATL and BTL campaigns.
This 'dolls house' looks set to stay.
" The store concept was based on a doll's house. We wanted to infuse the whole project with fun, so we took a playful contemporary architectural approach to the store's exterior. Inside the store, we opted for a pretty feminine deconstructive approach to the interior using an eclectic mix or freestanding furniture items and props. The customers and staff love it".