UXUS overhauls Selfridges beauty department

Amsterdam-based retail consultancy UXUS is overhauling the beauty department at Selfridges flagship store in London’s Oxford Street.

new Selfridges beauty department concept

According to the consultancy, which was appointed to the project in January this year, Selfridges is aiming to ‘redefine the shopping experience’ that reflects the store’s ‘shopping for fun’ ethos.

George Gottl , UXUS partner, says, ‘The brief was to create a “concept” not a place. An ever-changing space that encourages the exploration of personal style.’

new Selfridges beauty department concept

The Beauty Workshop concept sees products displayed by customer need rather than in branded sections. Products are divided into four main ‘beauty zones’ – Skin, Body, Hair and Colour, hoping to increase customer interaction with products by inviting them to experiment with the different items.

Gottl adds, ‘We created a “marketplace” type of configuration that is endlessly flexible and can transform based on the need of the shopping experience desired. Marketplaces are highly exploratory, a type of adult playground where people gather to try out and discover new things.’

The space features modular wall and floor fixtures, backlit pegboards and tiered displays to allow flexibility. UXUS is using neutral, clean colours to endure the brands and colours are highlighted. The consultancy is looking to create texture and contrast through materials including a combination of stained ash and Corian.

The customer route is defined through walkways with coloured resin dots.

The new beauty concept will open in August.

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