Charlotte Tilbury wanted to create a retail space that was driven by personalised customer experience. Although keen to retain their existing retail visual style, our task was to reimagine the format of their retail space and curate a more engaging customer experience. Echo House partnered with us for this project where we were responsible for the design of this Munich based retail space.

We decided to create a beauty hub where customers would be invited to spend time and learn about makeup from experts. We achieved this by placing a table with soft fabric chairs at the heart of the environment, putting the focus on social interactions, and encouraging customers to relax within the space. The central location within a shopping mall meant customers were able to approach from multiple sides. We purposefully kept the space open to give ample room for customers to easily move around allowing them to explore at their own pace. We placed product displays strategically at the edges to add definition to the space and create channels for customers to move through.

The main display was set at the back drawing customers into the space. This bright display amplified the brand through it's glamorous aesthetic, creating a fun atmosphere, throughout the environment. This was achieved through the thoughtful layering of materials within the space and strategic lighting from Hollywood style spot lights. We created depth within the space through contrasting materials, such as slick metallic rose gold finishing and soft velvet fabrics on the back curtain and chairs.

The resulting retail environment was dynamic and engaging beauty hub that invited customers to explore, discover and learn. Although the design still retained all the brand elements of Charlotte Tilbury's retail spaces, our strategic approach and emphasis on customer journey, allowed us to transform their retail space into a brand experience.