DOUGLAS
Retail

DOUGLAS IS THE UNIQUITOUS BEAUTY EMPORIUM OF EUROPE. THE BIGGEST RANGE OF BRANDS, THE BIGGEST RANGE OF PRODUCTS, THEY ARE THE BEAUTY GO-TO.

Sheridan&Co worked with German beauty retailer Douglas to re-imagine their luxury flagship store in Frankfurt, a retail space that represents a new strategy for Douglas to create emotionally-led and immersive retail experiences for the customer.

Strategy Icon

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH."

Michael Sheridan - Chairman and Founder
Strategy Research

Discovery

With over 1900 stores across Europe in 19 countries, the store presence of Douglas is strong. We were tasked with redesigning their five-floor flagship store in Frankfurt, Germany with the key aim of strengthening the Douglas brand and creating a more involved customer experience. We have positioned the Douglas brand as an expert curator who allows their customers to find both established and emerging brands and products which are right for them.

Strategy Direction

Direction

"Douglas, the ever-present curator who brings beauty to life."

Sheridan&Co worked to create a space focused on experiences, not products. The consumer journey is heightened at every moment in order to create the ultimate customer-led experience through curation, participation and newness.

Design Icon

Design

“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND INTO A PHYSICAL SPACE.”

Michael Sheridan - Chairman and Founder
Retail & Brand Identity

Retail Design

Vitality and energy epitomised by activation and service spaces throughout the five floors signify a retail journey focused primarily on experience and experimentation, not products. Clean lines, accents of polished gold against white lacquer and stone, ivory and marble against plush pink, charcoal and the iconic Douglas-mint hue brings elements of home comforts and luxury to life.

 

Creative concepts

Concept 1
Concept 2
Concept 3

Concept refinement

The Final Concept
Design Concept Management

Concept Management

Each zone has been mapped out to ensure that the Douglas visual identity is elegantly echoed. From the top floor destination area with a luxury hair salon, makeup school, nail bar and a lounge bar to activation spaces like the quick treatment lounge which plays host to burgeoning trends in beauty, centred on excitement, experimentation and learning.

Deliver Icon

Deliver

“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”

MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
Manufacture

Manufacture

Douglas espouses a ‘neo-luxe’ aesthetic, melding classic patterns and contrasting materials – from raw textures to refined, from matt to gloss – as well as pops of colour to draw the eye across soaring architectural statements.

Materials

End Result