ghd, Deciem, Rodial & Jillian Dempsey
Recently opening their second standalone beauty hall, Harrods has once again brought together the most exciting beauty brands under one roof at H Beauty Milton Keynes.
The store launch followed the opening of retail with Covid lockdown restrictions easing and welcomed experience-hungry customers back to this exciting ‘beauty playground’ with its range of premium and luxury brands, experiential product Playtables, treatment stations and glamourous Champagne bar.
After working successfully with multiple premium brands on their retail experiences in the first Harrods H Beauty in Lakeside Essex, we were thrilled to again support five beauty brands with their retail displays as part of this new store launch. An impressive portfolio of ghd, The Ordinary and Niod by Deciem, and Rodial again requested our support with their retail displays after our success together in H Beauty Lakeside. We were also thrilled to support Jillian Dempsey for the first time with a retail space for their vegan makeup range, which was not only the brand’s first launch into Harrods beauty halls, but also their debut into British retail.
\We collaborated closely with each brand on their retail space, designing some from scratch and taking concepts from others and bringing these to life with beautiful and functional materials. Scroll to discover each incredible H Beauty retail display…
Delivering a brand story in relatively small spaces with so many beautiful products to demonstrate always presents a creative challenge for brands, however this retail space captures the luxury, style and giftability of ghd and their products fantastically. The display catches the eye with its irresistible play of light and metallic finishes: we added illuminations to elevate the products and the luxurious brand gold used across the display. Products are presented on brushed metal-effect or matte black laminates to stylishly distinguish their product categories at a glance. One back wall features a gold shimmer panel which enhances the theatrics of the gift box display and plays with the lighting to attract attention. The result is a beautiful and luxurious retail experience that is befitting Harrods H beauty and unmistakably ghd.
With the rise in science-led, functional skincare brands which have only accelerated in demand over lockdown, we are thrilled to be able to support premium skincare brands from Deciem in their retail spaces, including The Ordinary. Recently announced as ‘the world’s most popular skincare brand’, The Ordinary’s presence in the H Beauty Milton Keynes was greatly anticipated. A clean design with quirky character that fits with an ‘Abnormal Beauty Company’, the display draws on the Deciem ‘lab-experience’ style using a white tiled aesthetic. Historically, The Ordinary used ceramic tiles in their spaces which proved an expensive and fragile material, plus labour-intensive to install. For the same impeccable look but without the associated problems, we suggested a colour-core laminate, where the top laminate is white and the inside core is black, so when cut it can achieve a bespoke tile effect like you can see here.
Serving their customers by bringing them ‘skincare for the hyper-educated’, it is no surprise that their retail presence in Harrods H Beauty is both understatedly pure and sophisticated. We worked with Niod on their display development, offering customers easy navigation to the product matched to their needs, engaging shoppers with the brand and providing education on their complex products. Being based in Canada, the brand’s material palette typically includes Ambrosia Maple, a stunning Canadian wood, and we were able to instead use Tulipwood and a stained dark Oak, for a beautiful finish that is interchangeable and sourced in the UK to reduce the brand’s air miles. The back wall is reminiscent of concrete to support this tactile and premium material aesthetic. Overall, this immaculate design sits perfectly for an authentic brand that values function, quality and product innovation.
A luxurious treat to vitalize the senses, this striking Rodial display is sure to catch your eye while you wander the H Beauty playground. This retail space promotes instant brand recognition from afar and demands attention with alluring colour blocking. Letting the gorgeous product packaging do all the talking here, we designed a light palette of gloss white and frosted acrylic to allow the colours to beautifully contrast against their surroundings. Added lighting and illuminated shelves elevate the colourful testers, while mirrored back walls give the illusion of enhanced space. Aspirational collection visuals are presented in weighted acrylic to show the shelf’s product story from a distance and playfully illustrate ingredients. Not sure where to start with this exciting brand? Product benefits such as ‘Revitalise & Firm’ or ‘Brighten & Renew’ are highlighted on identification panels to help shoppers make the right choice.
With H Beauty being Jillian Dempsey’s launch into UK retail, we worked with the brand to develop their instore presence. The retail design needed to perfectly represent this authentic and sophisticated brand, promoting effortlessness and simplicity in its beauty. Offering tinted products for a natural-inspired look, the makeup collection is vegan and cruelty-free, and made with organic and natural ingredients. To capture this story of simplicity and authenticity, the display uses a juxtaposition of delicate tones with a raw edge for a softly glamourous style. A blush pink laminate is pure and feminine and is paired with a grey concrete effect and galvanised steel elements. Lifestyle graphics throughout the display bring the product story to life and added lighting elevates their presence on the shelves. The design also features lit locator pads to illuminate testers on the display and invite shoppers to explore the physical product.