"WHEN PEOPLE STEP INTO THE STORE, THEY ARE GREETED WITH WARMTH. THEY LEAVE FEELING UNDERSTOOD AND EQUIPPED WITH THE BEST BEAUTY PRODUCTS ON OFFER."Freddie Sheridan
The retail climate drastically changed during the pandemic, and Space NK intelligently adapted to provide its community with meaningful digital content, opening up conversations and fostering kindness between the Space NK team and shoppers. The next crucial step for the brand was to take the strengths of the brand identity and transform them for a new era for retail.
The key was to continue to deepen relationships with shoppers in-store, whilst educating them about the story of Space NK as a curator of innovative brands, providing genuine and honest beauty expertise. A new in-store dialogue based on kindness and empathy will set the tone for the experience, giving consumers a fresh perspective on shopping for beauty.
In order to create a unique proposition for the brand, Space NK became the initial point of discovery. We had to help people to understand they would want to shop for beauty in Space NK, before introducing them to the brands. We worked hard to deliver a juxtaposition between the clean visual identity of Space NK and the brands.
Designing with empathy was a key consideration for this project. We wanted Space NK customers to arrive in the space and feel warmth, welcomed and at ease.
It is really important that the store is a place for human interaction so we designed the retail space to act as the heart of the Space NK community. It is a place for people to come together, learn all things beauty and connect with like-minded people.
At the same time, we worked with the Space NK team to design the space to become a stage for digital broadcasts so the brand could build awareness online of their store environment.
“WE WORKED HARD TO DELIVER A JUXTAPOSITION BETWEEN THE CLEAN VISUAL IDENTITY OF SPACE NK AND THE BRANDS.”Freddie Sheridan
A key priority for the project was to create new storytelling mediums whereby layers of storytelling were added to the store experience to promote the Space NK brand and help the business position itself for the new era of retail. We reviewed existing touchpoints and strategised ways to elevate their execution to make them more experiential.
We designed a first point of contact as a Space NK branded moment that acts as a welcome space. It is inclusive of a beauty concierge and incubator set up so people understand the services available to them and why the brand is the leading voice for discovering new and niche beauty brands from across the globe.
We wanted to retain the iconic shelving units that Space NK is known for, whilst also providing space for brands to be creative and have interesting furniture that reflects their own story, whilst also making the store more interactive and engaging.
The store was designed to facilitate newness through a series of curated edits that creates interesting merchandising surrounding products, whilst being truly educational for customers.