MORPHE IS THE MAKEUP BRAND OF CHOICE FOR THE INSTAGRAM GENERATION, GROWING A CLAMOROUS FAN BASE OF 5 MILLION ON THE PLATFORM IN THREE YEARS.
Their huge range of affordable brushes, palettes and cosmetic products have become world famous, loved by professionals as much as their fans.
Having created new impactful branding for Morphe, we went on to design a new retail identity to bring the brand to life in a physical and immersive way.
“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH”Michael Sheridan - Chairman and Founder
Participation and experience is burgeoning, especially in beauty. We explored engaging and fun stores that provide something different for their consumer.
“WE ARE FIERCE, UNAPOLOGETIC, AND FREE. SO GO ON…BLEND THE RULES.”
Whilst Morphe has found huge success online, what the shopper comes in to the store for needed to be an experience they can’t have on Instagram. We included layered touchpoints of interaction into the store to make it as fun and engaging as possible.
"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
The Morphe store is a makeup lovers playground, designed to give everyone and anyone access to some of the best yet most affordable artistry tools and products available. Matte black, soft gold and marble finishes provide a dramatic and sexy backdrop to the full collection, especially highlighting their iconic eyeshadow palettes and unparalleled brush collection. Mobile consultation stations for impromptu group sessions, a professionally illuminated selfie wall to capture that just-done-look and bespoke wall bays for their social media superstar influencers are just some of the features that make this a unique and remarkable makeup destination.
The first Morphe store was brought from concept to open doors in six short months. Four more stores immediately followed with many more slated to open in the year ahead.
“Meticulous execution through careful planning underpins our standards of delivery, every time.”
The spaces not only capture the excitement of the Morphe brand but are also extremely functional and respective of the needs of a retail environment. Fresh merchandising layouts, new products and in-store events demanded a flexible store design and the execution of all the elements reflect this. Modular and easily adaptable features were engineered into all of the units. Materials were chosen to be cost-effective and durable while still conveying the chic luxe of Morphe.