When iconic hair company Bumble and bumble came to us with the request to re-imagine their founding flagship salon in New York their focus was on including a strong retail element into their offering. It was clear that the retail space had to be at the front of the store so it could be seen and accessed directly from the street independently of the salon hours. What makes Bumble and bumble so exciting is their artistry and creativity. So we were looking for a way to let this energy transcend into the retail space and at the same time not hide the salon behind retail and away from the street view.
The answer was to separate the two entities by a semi open retail partition that would function simultaneously as a product display wall. See-through and “woven” together by an abstraction of hair texture, which then became the theme throughout the salon design, these retail walls define the new retail area at the entry of the salon and are now iconic elements of the Bumble design language.