Landini Associates created the new retail format for US skincare brand Burt's Bees as they expand into Asia. The design has just been executed in three locations in Hong Kong.
Burt's Bees is a natural skincare brand founded by Burt Shavitz and Roxanne Quimby in Maine in the 1980's. The early products, candles and lip salve, were created by Roxanne using the by-product - beeswax - of Burt's honey making activities and using generations old recipes found in old farmers' wives journals. Today the company sells 100% natural skin and lip care based not just on honey and beeswax but hundreds of other plant ingredients.
Truly a sustainable brand, Burt's Bee's philosophy is that everything should be for the Greater Good - good for you; good for us, good for all. Thus the new design is driven by these principles, celebrating the heritage of Burt's world; a simple, frugal world that was at one with nature, whilst updating the brand to compete competently in the 21st century in the ever crowded platform of natural skincare.
The back wall is made up of a large image of Burt in nature with his bees, the space where he was most at ease. This also houses the Classic Collection: a collection of products from the original range that had stood the test of time and remain as popular today as they were in the 80s.
Natural materials capture the essence of Burt's Bee's: walls are made from 100% recycled shingles reminiscent of Burt's shack in Maine; shelves are made from recycled timber and curava (recycled glass); the oor and ceiling are made from Bole flooring (a system of naturally cuved hardwood that follows a tree's natural growth, thus creating less wastage).
Lighting is also an important design feature - golden to recreate the magic of being inside a beehive. The inviting warmth of the lighting encourages customers to dwell longer instore, discovering Burt's Bees' range.
The dramatic honey wall is made of replicated honey jars, each housing a different natural ingredient used by Burt's Bees today.
Store layout was a crucial design element. The shopfront is completely open and in store the atmosphere is warm, inviting and friendly to align with the brand personality, de ned as passionate and cheerful. Shoppers are invited to test and discover at the beauty worktable which was placed at the heart of the store for personal consultations; or to play with the colours on the lip care table.
In tandem with the interiors, Landini has redesigned the graphics and communication: signage, ticketing and information graphics often embossed with a playful, iconic bee.
The concept was launched in Hong Kong in late 2016, developed in 2 formats: a shop and 2 store within store kiosks. It will now role out throughout Asia, South America and Europe.
Photography: Ross Honeysett