ghd: Flannels, Liverpool

GHD: Luxury Branded Space

Introducing lift and learn technology

After the launch of ghd branded spaces in department stores (see our previous post on introducing ghd to Sephora), it was time for the premium haircare brand to enter Flannels newest flagship in Liverpool.

Flannels seven-story megastore in the heart of Liverpool has been billed as “the UK’s next destination for new luxury”. Offering more than just a chance to shop (after all, we can do that from the comfort of our own sofa) the new department store is a full-bodied retail experience, encompassing everything from fashion and beauty through to bars, bootcamps and restaurants.

Enter, ghd. Founded in 2001, the iconic brand has been on many wishlists ever since. So it was only fitting for ghd to take a prominent place within this luxury Flannels megastore.

A Conscious Sway Towards Beauty

Recognised as haircare technology, ghd have often been found amongst other tech items in-store, rather than placed within the beauty departments. Instead, the beauty areas have been reserved for skincare and cosmetic products, particularly as our obsession with ‘clean’ beauty continues to dominate. However, ghd flip this notion on its head within the new Flannels flagship, with a conscious sway towards the beauty sector.

After all, haircare is an equal partner to beauty when it comes to looking and feeling good. And this dedication to feeling ‘our best selves’ is highlighted throughout the space, with quotes such as “It means you’re always ready to run into your ex” and “it means every day is a runway”.

ghd might be masters in haircare technology, but they are also committed to helping us feel good, which is exactly what the Flannels branded space highlights.

An Elevated Retail Space

We recently introduced ghd to Sephora and the same lift & learn technology can be found within Flannels. However, this space allowed for more physical freedom to truly showcase the ghd brand. The beauty station sits within a backwall, illuminated with gold discs and media screens featuring impactful ghd digital content.

The interactive lift and learn experience has been created with materials to honour the ghd palette, ensuring that every branded space is instantly recognisable as the iconic brand. Manufactured in MDF, the unit is laminated with brushed aluminium and black Fenix laminate; reinforced with powder-coated steel brackets to maximise strength. To maximise usability, steel vents were added to cool the screen, infared acrylics augmented the sensory ranges and a two-way mirror film was applied to the screen to transform it into a mirror.

Endorsed by Professionals

Endorsed by professionals remains the leading message from ghd, it is in fact the pinnacle of the brand. The stylers within the branded space are an extension of these ghd professionals, and so the extended footprint within Flannels is pivotal. The additional space allows for a 1:1 conversation between customer and brand ambassador, navigating the products with ease.

The lift and learn technology also facilitates this conversation, and is a really integral part of ghd’s dedication to retailtainment. As much as a brand ambassador can sell their knowledge of products, the lift and learn technology aids this education of ghd products. Customers imply lift the product and the display will do the rest, highlighting everything from technical details through to styling tips. While ‘good hair day’ is the key message throughout the space, there is also a dedicated area for their ‘Take Control Now’ campaign for breast cancer awareness.

The branded space is a modern take on what all retail environments should be – dynamic, luxurious and entirely focused on customer experience.

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