Wednesday 06 Apr 2011
The professional make-up range 'Espoir' has now launched along with its first stand alone outlet in Seoul.
JHP was responsible for the all aspects of the brand's architecture, including positioning the proposition, brand identity, store environment, music playlists, staff uniforms, multi channel strategy and launch campaign.
The concept is about the glamour of the 'stylist's secret wardrobe' and has been designed to appeal to fashionable young women, across the world. Gossip Girl actress and model Leighton Meester agreed to be the face of the brand and JHP chose to art direct the initial shoot in New York with Hollywood photographer Mark Liddel.
The Seoul store is furnished with furniture housed in a raw shell with ‘stylist's closet' inspired fixtures, antique glass, polished plaster, concrete and leather. The rich orange and purple colour scheme was chosen to reflect the contemporary nature of the client and to transport it to the world of luxury brands.