Checkland Kindleysides has designed the 'Beauty Hall of the Future' for Debenhams' new store in Watford. The Beauty Hall is an integral part of Debenhams' strategy to make shopping easy, sociable and fun and leads the way in redefining how people purchase beauty.
The space, which occupies 15% of the entire store, is designed to feel like a mini high street and houses a blend of established beauty houses and breakthrough companies including; Dior, Too Faced, YSL, Urban Decay, Ouai, Sand & Sky and Bumble & Bumble.
To sit at the heart of the dedicated brand areas, Checkland Kindleysides created interactive destinations where Debenhams are the unbiased voice to help customers to shop. Within these spaces bold brand communications speak directly to the target customer in Debenhams new playful, confidence-boosting tone of voice and visual language.
The flexible spaces include;
The Beauty Club House: heart of the Beauty Hall featuring a concierge desk and space for workshops and product demonstrations.
Hair Lab / Skin Lab / Make-Up Lab/ Perfumery: multi-brand spaces for discovery, showcasing exciting brands, product innovations and launches.
Mini Bar: mix and match mini products across all categories to push the boundaries on personal style and discover new favourite brands.
Glamour Garage: dedicated service area including a Beauty Bar powered by blow LTD and a Benefit Brow Bar.
Photos: Courtesy of Checkland Kindleysides