Brief
Designing a retail concept for Pharrel Wiliams' Humanrace brand.
The project must be in line with the values of the Brand and with the spirit of its founder.
The concept can cover everything from flagship stores to corners in department stores to pop-up solutions and airport duty-free displays.
The project must be in line with the values of the Brand and with the spirit of its founder.
The concept can cover everything from flagship stores to corners in department stores to pop-up solutions and airport duty-free displays.
Project
Keeping skin hydrated in an alpine environment is a challenge.
The sun is more intense in the mountains than at the beach, both winter and summer, and the lack of humidity at altitude significantly raises the stakes.
The sun is more intense in the mountains than at the beach, both winter and summer, and the lack of humidity at altitude significantly raises the stakes.
“A shelter for the Humanrace” has the mission to empower all people in their pursuit of wellbeing. Guided by experiences from his own wellness journey, Pharrell Williams created Humanrace in the belief that taking better care of ourselves can teach us to take better care of each other.
The shelter's main purpose is to get the brand name out there, because as they state ”We believe that wellbeing is our most valuable resource, and we are working to create a future where it is accessible to everyone.”
The placement of the structure is not random, but the mountain it’s a place where it’s essential to take care of our skin and people who go there are aware of this. Moreover, the installation was not designed only as a store to sell products but as a place perfectly integrated with its surroundings, where everyone can interact without going inside.
Structure
Humanrace's philosophy is conveyed through several factors. One of these is the shape, combined with colors such as green and white comparable to the packaging, with beveled edges and organic forms. The materials were chosen to impact the planet as little as possible, such as the solar-powered panel, the recycled pallet wood base, and the polycarbonate sheet cover that is resistant to wear and weathering.
Everything is designed to be easily transported and assembled at high altitudes, with individually replaceable components in case of wear and tear.
Just as a daily skin care kit was created that takes three minutes, the surrounding bench offers the same kind of experience by giving the body a momentary break and then resuming the previous activity.
Just as a daily skin care kit was created that takes three minutes, the surrounding bench offers the same kind of experience by giving the body a momentary break and then resuming the previous activity.
Display unit
Inside, the main element is inspired by a mountain divided into contour lines as on a map. The first layer starting from the bottom is walkable and allow movement around the display that shows the products on the higher levels.
The colors range goes from black to white, with all shades in between, representing all skin types for which the products were created.
The colors range goes from black to white, with all shades in between, representing all skin types for which the products were created.
Examples of product displays
