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THE SELFRIDGES BEAUTY WORKSHOP
Thursday 28 Jun 2012
Award- winning agency, UXUS, has collaborated with Selfridges to design a 551- m sq new retail beauty experience named the Beauty Workshop, for the flagship department store on Oxford Street.
Their design is intended to redefine the shopping experience by incorporating the best in cosmetic and beauty services by developing a new beauty area that focused on delivering the best customer experience- to redefine the Selfridge philosophy of ‘shopping for fun’. The concept fuses and contrasts different styles; high meets low and edgy meets mainstream, giving customers the freedom to explore their personal style.
UXUS separated the area into four main beauty zones- Skin, Body, Hair, and Colour. The space is easily navigable and each section bears its own identity. Modular walls and floor fixtures, backlit pegboards and tiered displays provide flexibility for brand presentations and emphasise the ever-changing nature of the space.
UXUS chose neutral colours to highlight the brands and pop colours to accentuate specific elements. A combination of stained ash and Corian was used for walls and floor fixtures, creating texture and contrast. The walkways are defined with coloured resin dots that offer a way to navigate the space.
The workshop-esque layout creates an informal atmosphere encouraging experimentation and trial. Through the juxtaposition of products and services, the Beauty Workshop works to tailor the customer experience to their individual styles and needs.
The store will be open to trade by early autumn 2012.