A New Contemporary ESTÉE LAUDER
The new Estée Lauder store projects the vision of a new contemporary face of Estée Lauder, while still retaining the classic essence and traditional core of the brand. The concept of the store focuses on 3 key aspects: elegance, allure, flow in layout.
Brand DNA and Concept
The concept uses images of underwater scenes to reflect the essence of Estée Lauder,
especially towards the brand’s allure, richness, and exquisiteness.
Optimal Layout and Flow
The layout is designed with considerations of the product hierarchy and to optimise the flow of customers within.
Storage space is ample and tucked away at the back of the store for optimal workflow.
An Ideal Experience for the Customer
Estée Lauder’s store is designed to allure customers from far and through a gesture, customers are encouraged to enter the store.
The flow of the store naturally allows customers to stay and browse the store after they enter.
The main overview and approach to the Estée Lauder store has an alluring gesture to enter.
The Make-up Free Play forms an attractive interaction where customers are encouraged to stop and try freely. In the background, there are promotional displays and point-of-sale that serves to reinforce the branding, as well as to increase the attractiveness of the store.
The Re-Nutriv Lounge is located at a more private and comfortable area for Estée lauder’s luxurious product line.
Here, customers are engaged in quality consultations and recommendations.
The Fragrance Bar and Skincare Line encourages free browsing and testing in the store,
which enhances the customer experience and promotes higher sales.
Essence of Elegance and Exquisiteness
The fixtures are designed with a contemporary clear body that allows lighted effects from the bottom, as well as a less cluttered look through its clarity. Strips of very thin gold line the fixtures and accentuates the elegance.
Alluring Design Details
The store design employs elegant fixtures that are made of contemporary glass materials that bring forth the brand image of Estée Lauder in an unique and interesting manner. Transparent wavy glass dividers introduces intrigue, as well as tangible benefits like privacy. The store’s SKU are also all neatly kept at the back, removing clutter and inconveniences present in today’s stock retrieval or storage.
