Collins interiors for beauty store

London-based interior designer David Collins has created a new retail format for cosmetics chain Victoria’s Secret Beauty, an independent adjunct of major US lingerie chain Victoria’s Secret.

The format, which was unveiled in a low-key opening in Dallas last week, has since been introduced in stores in Denver and Las Vegas. It will be introduced to one new store per week for the forseeable future. The chain operates across the US.

“We’ve reinterpreted the brand for the prestige market,” says Collins. A bespoke counter design has been created for the project, to provide an added element of intimacy to the stores, along with new graphics and colours.

The format seeks to move the retail group away from the traditional-style cosmetics counter, which many shoppers find confrontational or intimidating.

Further retail account wins are expected for the consultancy, which is establishing a permanent office in New York to better service US clients. Traditionally known for its designs for restaurants and hotels, Collins says the move into retail work is partly based on a desire for a new challenge.

Collins has also been appointed to design interiors and furniture for new London restaurant Cecconi’s, which opens next spring.