The former CEO of Ulta Beauty, Lyn Kirby, took the helm of Beauty Brands in 2014 and appointed the studio Kiku Obata & Company to lead a major rebranding. Clear visibility through the space and maximizing daylight were prioritized to breakdown the large retail space so it feels calm and ordered. The challenge was to create an index of different brands that sat next to one another within a wider environment. They looked at great library precedents, galleries and museums of objects to help the studio define a balanced, almost curatorial display of multiple brands. The concept can be shopped entirely on one’s own with no need for assistance, but includes many spaces for expert guidance and advice when needed – allowing visitors to tailor the experience to suit their needs. Natural materials and a warm, light palette reflect the retailer’s sensibility. Contrasting terrazzo floors were used in the shop and salon-spa to differentiate these two areas. A hand-plastered wall in the brand’s signature soft peach color extends the length of the main route and white oak fixtures and screens are used in feature spaces. The natural and light interior invites customers of all ages and presents an understated, yet sophisticated take on modern beauty.
Kiku Obata & Company