Smashbox Cosmetics launches a new store design to expand into international markets.
Legendary and “uber-hip”make-up line Smashbox Cosmetics – a spin-off of trendy Smashbox photo studios in Los Angeles – opened its first bespoke international installation in Douglas Berlin, Friedrichsstrasse on Friday, April 27th, 2012.
The design, crafted by omni//form,inc, a New York based design agency specialized on retail concepts for beauty/fashion and luxury, refers to the look and feel of a photo studio and captures the vibe of the fashion, the glamour and the scene that put Smashbox studios on the map.
The product is “staged” in white boundary less space with focused lighting to create a scenario of highlights and shadows. Equipment to hold up shelving, displays and accessories is reminiscent of studio grip equipment. To support Smashbox’ image as “the digital brand” in the industry, the installation features ipads with video content and the possibility of live streams from Smashbox studios in L.A. as well as direct link ups with social media for customers to share their on-counter experience.
“It is important to create something that consumers can immediately associate with the brand,” says Péan, principle of omni//form, inc. “ Consumers in foreign countries are not yet familiar with Smashbox Cosmetics’ brand codes, so we are helping in our way to make it unique and recognizable.
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