Pout puckers up with a glamorous APA makeover

Upmarket beauty brand Pout is to relaunch its London flagship store on 1 September, as it moves to give its expanding product lines and services greater retail prominence.

APA, headed by former Future Systems associate director Angus Pond, is designing retail interiors. The practice won the project in February, following a four-way, unpaid creative pitch.

Pout founder and creative director Chantal Laren says APA was briefed to create a concept that makes better use of the flagship’s 93m2 Covent Garden space, while retaining its ‘boudoir element and informality’.

‘We want to upgrade our image and modernise our vision,’ she says, adding that Pout’s existing interior was designed three years ago, when its own-brand cosmetics line was relatively limited.

‘We’ve ramped up product development of Pout own-label and want to create more of a flagship to smack the brand out,’ says Laren.

According to Pond, the ‘ultrafeminine’ soft pink and aqua interiors will place Pout products front and centre, with two lacquer-finished, three-dimensional testing units. These will sit below ‘tryptic’ mirrors with frosted polycarbonate lights.

APA will also introduce a ‘Pout services zone’ towards the rear of the store, with a bar for nailcare and makeovers.

‘The whole experience is about trying on make-up. We want to make it really accessible,’ Pond explains.

Pout, established in 2001, offers beauty services and a mix of branded and own-label cosmetics. It has 50 concessions and wholesale sites across Europe, North America and Australasia. It is working with underwear retailer Victoria’s Secret through a concession deal.