Selfridges is developing a new beauty workshop that is aimed at redefining the shopping experience and creating a beauty playground by combining and contrasting the best in cosmetics and beauty services. The workshop attempts to break away from the standardised brand driven approach to beauty and instead focuses on customers’ needs, giving them full freedom to explore and play with their personal style.
The workshop layout creates an informal and uplifting atmosphere. Spanning 552 square metres, the whole area is divided into four main beauty zones – Color covering 90 square metre, Hair 40 square metre, Skin 104 square metre and Body covering 72 square metre. There is also a Services area that spans 160 square metre. These generic and branded spaces are combined to
create an easily navigable and adaptable environment that stimulates discovery
and customer interaction. The routing through the space emphasizes the services on offer, inviting shoppers to experiment, try new looks and find out what is trending.
Modular walls and floor fixtures, backlit pegboards and tiered displays provide full flexibility for brand presentations and emphasize the ever-changing nature of the space. Neutral clean colour schemes are chosen to highlight the brands and pop colors to accentuate specific elements. A combination of stained ash and corian is used for walls and floor fixtures, creating texture and contrast. The walkways are defined with quirky colored resin dots presenting an intuitive way to navigate the space.
The store will open by Autumn 2012.
