The Brief
Creating a prototype for Kiehl's Flagship in Madison Avenue, NY. that positively impacted the sale process, merchandising and logistics and could be implemented in locations around the globe.
Design Strategy
Since Pop Art is at the heart of the Kiehl's brand, we took it's main device: Recontextualization, and make that our apporach. The design is based on mass market icons -such as billboards and dispenser machines- taken into a luxury context. From here we designed a 7 point Visual Merchandising strategy to guide our design.
Custom Made Experience
The store design is though out to allow different shopper profiles and journeys. It can be an active experience based on a D.I.Y mindset, as assisted experience with Kiehl's expert consultants, a passive experience by booking a facial treatment in the spa area, or a combination of all of the above.
Credits
This design was part of ELISAVA's Master in retail experience design graduation project.
It was done in collaboration with a team of architects and designers:
Amaia Bilbao, Spain
Virgina Mazal, Argentina
Lara Kardas, Germany
