Hosker Moore Kent Melia has created an identity, store interior, packaging and point-of-sale material for ‘pre-holiday’ fashion and beauty shop Heidi Klein, which opened in London’s Westbourne Grove on Wednesday (24 April).
The combined fee for the work was around £150 000, according to Hosker Moore Kent Melia interiors director Christian Papa.
‘This is [Heidi Klein’s] first retail venture, but we think it has come up with a niche concept. There are lots of places offering beauty treatments, but [it] combines that with a strong retail concept.
‘It realised holiday [fashion] is not a fixed season and that people find it difficult to buy and get fitting advice on swimwear all year round,’ he says.
The look and feel of the store is calm and pared down and intended to evoke relaxed destinations like The Hamptons, Mustique and Whitstable.
A hardwood flooring, rush matting and bamboo textures have been used to create a ‘neutral canvas’ for Heidi Klein to adapt, says Papa.
In terms of the store environment, the main challenge was incorporating the servicing side of the treatment area, such as air conditioning and other facilities, he says.
The solution was to locate it at the back of the 503m2 store, a former antiques shop, with the retail presence at the front.
Hosker Moore Kent Melia director of graphic design and art direction Colin Melia was responsible for the identity side of the project, which includes carrier bags, swing tags, stationery and bill receipts.
Papa says Heidi Klein owners Heidi Gosman and Perry Klein are planning to develop the concept further and the design is intended to provide a ‘platform to build on’. He adds, ‘It’s not something to be rolled out, but there are design elements that can translate across to another outlet.
‘The consultancy will continue to work with Heidi Klein on an ongoing basis and is currently discussing the possibility of a brochure,’ he says.
The consultancy was appointed without a pitch in December last year.