Laura Mercier unveils a flagship Leeds concession this week designed by Blu Orbit, as part of the upmarket cosmetics chain’s revamp of its entire transatlantic estate.
The Leeds concession coincides with the unveiling of updated concessions inside Harvey Nichols’ Edinburgh branch and London store. Next month revamped outlets open in New York’s Henri Bendel department store and at Cork’s Brown Thomas.
The £45000 brief was to rebrand the stores’ interiors and fittings without losing the feel of the recognised Laura Mercier corporate identity, says Blu Orbit senior retail designer Craig Menzies.
Particular attention has been paid to maximising product display and make-up artists’ work space inside concessions that are often only a few square metres in area, he adds.
‘We’ve tried to transport the look and colour of the make-up products to the interior of the concessions,’ Menzies says.
‘The challenge has been to scale back units and increase display areas without compromising storage space.’
Blu Orbit was hired in June to design and install the concessions after being recommended on the strength of its work for the White Hall at Harrods.
It replaces Michael Sheridan Consultants as part of a general change of direction by the company, according to Laura Mercier regional sales manager Henrietta de Mello.
‘The existing interior designs focused too strongly on store furniture and drew attention away from our products,’ she says. ‘The new-look allows make-up artists to demonstrate and sell products in a comfortable environment.’