Creating an industry leading Store Design strategy and ensuring best in class solutions for all permanent and promotional store concepts, whilst amplifying brand pillars
The Cosmetics Company Store, Bicester Village, New Flagship Store, February 2024
The brief was to elevate the retail environment of the Number x3 FSS globally for Estée Lauder Companies and for the instore experience to be more engaging, playful and create one luxury backdrop for all our brands to co-exist.
We reimagined the store by zoning areas for Colour, Skincare, and Fragrance. The design features flexible play tables, consultation spaces, a convertible fragrance table for events, promo zones, a self-testing sink, and a gift-wrapping station. As inventory changes weekly, the team can easily adjust merchandising, storytelling, and highlight new trends.
We created a luxury environment for all brands, introducing soft curves, warm tones and gold textures. By controlling the design process from concept to implementation, we were able to build in time and budget for prototyping, allowing us to refine the store design and VM holistically. This gave us the opportunity to capture feedback & amends before installation, and more importantly, bring key stakeholders on the journey to see the store at the factory in its dry build state.
The design is now being adopted by Global counterparts for upcoming TCCS store openings, which has been amazing kudos for myself and the rest of the team.
Battersea Power Station, October 2022
The design of our Battersea store was created to celebrate the historical location of Battersea Power Station Turbine Hall B, whilst staying true to our Jo Malone London store design integrity.
Inspired by midcentury design cues, considering materials, patterns, textures and the characteristics of 1950s furniture.
Selfridges Oxford Street, February 2019
Launching Jo Malone London’s first ‘New Concept’ Store Design into Selfridges Oxford Street. Introducing warm light, soft curves and fluting inspired by the Georgian Architechture of the Jo Malone London Townhouse in Marylebone, London.
Royal Exchange, April 2023
Launching Jo Malone London’s first ‘Men’s Edit’ Store Design concept, using reclaimed furniture and vintage props.
Harrogate, April 2022
Designing a Tier 2 store with bespoke localisation and Personalisation Station. Ceramic Plates above the fireplace link to Harrogate’s iconic Betty’s Tea Room.
Technology
Distorting key initiatives instore by evolving the use of digital and embracing new technologies to benefit the consumer experience and increase modern consumer omnichannel engagement. Ensuring all new technologies seamlessly integrate within the current Store Design.
I have project managed the design and roll out of Digital Screens, Digital Scent Pairing Machines, Transparent LED Window Film, Hearing Aid Loops and Directional Acoustic Arts Speaker etc…
Sephora White City, March 2023
Launching Jo Malone London’s first ‘Micro Format’ Store Design concept into the UK’s first Sephora in Westfield White City.