What it takes…

Brands want to be innovative and catching with their customers. They seek to connect on an emotional level. Designers need to deliver concepts that can facilitate this goal. Creating such a strategic design takes a lot of very deep considerations – for the brand, its back ground, history, people, message,operations, sales, intent and culture – and for the customers, who are seeking innovation and a unique experience.

A good strategic brand concept  for a store translates into designs at all scales that are custom tailored to the brand, its expression to the customer and its operational requirements.We task ourselves to invent environments that facilitate truly unique consumer/user experiences.

I will illustrate this along the following case study:

My first substantial task with MAC Cosmetics was to create a new retail store environment for them. The brand is rooted in professional make up artistry with a strong emphasis on individual creative expression.

Our first considerations were explorations as to what the environments, in which make up artists work, looked like and what did and did not work.It was clear that we needed something that was adaptable and flexible to suit the individual needs and promote the artists. A sort of open stage with a flexible arrangement of functional fixtures and tools. In response we developed a modular fixture system that could be re-arranged to endless configurations by any one without the use of tools.we sketched, drew and built models until we knew what worked.

For the feel of the space we wanted it to be unique to the brand and the products, so we needed something that linked the environment to the idea of products applied to skin. We wanted it to be recognizable that this environment is made to showcase make-up and no other product. So we considered the theme of skin and its organic characteristics. We invented a material to skin our modular fixtures so that consumer would have a memorable touch sensation when getting in contact with our fixtures. Those top skins were equally modular so they would not impact the flexibility of the fixtures below. In line with this idea we developed displays from an animated scenario of attractors that simulated the interaction around the fixture through customers. It created organic displays, onto which we organized product along elevation lines similar to the lines found on maps of mountains.

 

 

 

 

 

The long design process eventually led to beautiful sculptural objects. Some of the we lit from below to accentuate their shapes.

 

 

 

 

 

 

 

 

 

 

 

 

Further we developed accessories like hand mirrors with an organic look and touch to emphasize the theme of skin and beauty. The concept needs to apply at all scales. They were paired with sensor activated water fountains that emerged from the counter top skin creating another impactful organic moment.

 

The space itself also needed to speak the same formal language so we created concept touch points through out the store such as areas where we”peeled” the floor off the ground to form an organic enclosure for privacy or  “melted” the ceiling to a softer, organic form or poured a thick 1″ layer of clear Urethane on the floor, to soften the hardness of the space. We choose finishes that contrasted and gave a dynamic quality to the space. The fixtures ended up being built from cement board and a custom formulated Poly Urethane. The space had elements of concrete and acrylic, rather neutral for it to function as a presentation stage for the sculptural fixtures.

 

 

The whole effort of 4 months of design, 8 months of development and 4 months of construction resulted in an engaging, unique and innovative environment.

MAC Cosmetics / New York

 

regis pean + omni//form is a strategic architecture and design firm creating

experience based design around the world

Inspiring!

When it comes to retail concepts, few brands create spaces as diverse and conceptual as Camper and Aesop. Both brands, though fundamentally different in their origins and sales offerings, showcase a strong affinity to design. Design plays an instrumental role in the consumer experience of their brand.  Choosing design innovation as a life style that applies not only to their product allows them to push the envelope for unique solutions with every new store they open. In addition it is to note that Aesop often uses recycled materials or packaging elements creatively in new context. What makes it special is the fact that they team with independent designers (often locals reflecting best on local context) in creating shop concepts, ensuring each is totally unique in its setting in opposition to the trend of global uniformity.

Here are some of their most remarkable designs.-Truly inspirational!

 aesop paris

 aesop paris 2

 aesop melbourne

 aesop brisbane

 aesop singapore

 aesop strand arcade

 aesop brisbane 2

 aesop new york grand central

 aesop new york nolita

 camper vienna

 camper london

 camper lyon

 camper granada

 camper new york

 camper san francisco

 camper sevilla

 camper osaka

Smashbox Cosmetics – launches New Store Design Internationally!

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 27^th, 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.

For more information:

http://www.smashbox.com

http://www.omniform.us

case study: branded design – the genetic code / part 3

In the last post I was explaining how we identify the DNA of a brand and extract the aesthetics around it as a starting point for a design of the retail fixtures.

In this case study on Smashbox Cosmetics it is the smashbox camera, the  grip elements of a photo studio and the studio setup that drive the design.

           

So we take all of these elements and create a base fixture that in this case mimics the studio setup and its aesthetics:

Then we make various formats of that base module and create variations from it so we end up with a family of elements we can setup in different ways to respond to retailer needs:

A Retail Gondola

A Back Wall

The goal is for a customer to easily recognize the heritage or root of a brand to be able to develop an affection to the brand story.

Successful brands translate their story into every aspect that touches a consumer, whether it be direct communication, advertising, product, packaging or the retail environment.