A new concession format for cosmetics brand Ruby & Millie begins rolling out nationwide today in Boots the Chemists’ new Manchester store.
Hosker Moore & Kent created the concession interiors, Wright & Teague worked up the packaging and Michael Nash designed the graphics.
The concession, in Manchester’s new Trafford Park shopping centre, is a bigger version of the concessions launched last month in Harvey Nichols’ Leeds and London stores. Trafford Park also opened today.
Ruby & Millie managing director Millie Kendall says her brand is aimed primarily at the upmarket chic 25-35-year-old woman.
“The impression of clean, modern chic is achieved with the use of materials such as etched Perspex and mirror polished stainless steel. Rubber flooring… develops the theme of modernity,” says Kendall.
The physical environment is mirrored by the brand’s evolved packaging, which Kendall describes as “clean, tactile, shiny and metallic”.
Kendall says the concessions will roll out to around 30 Boots department store-size outlets across the country in the next three months, with concessions in Brighton, Glasgow, Belfast, Cardiff and Nottingham due to go live by the end of the month.
In the longer term, the concept could well roll out much further, adds Kendall.