L'OREAL USA, marketing headquarters, chicago, IL
project architect / designer; amstadter architects, chicago, IL
517,050 sf, 2 Levels; feasibility studies thru CA
for L'OREAL USA's first venture into the ethnic skin + haircare
market 'SOFTSHEEN CARSON' the objective was clear . . .
ENERGIZE the marketing team
HIGHLIGHT african american culture
RESPECT the science
WELCOME the community
drawing upon rich cultural references, linear elements of science ande communication.
the somewhat sensual nature of the product lines the design uses texture &
color to excite the eye, volume and light to wake up a once drab warehouse,
and openess & transparency to encourag