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Brief Published: 29 Jul 2016

Harvey Nichols' Playful Super 'Beautique'

Harvey Nichols

UK department store Harvey Nichols has opened a luxurious, supersized Beauty Lounge in its London flagship that embraces the trend for more discovery-oriented, intuitive retail experiences – as already trialled in both its Birmingham store (see Harvey Nichols Reboot) and its London menswear department (see Harvey Nichols: Intuitive Layouts).

Designed by British agency Virgile + Partners, the mammoth, 13,000 sq ft ground floor ‘super-boutique’ trades on decadence. Eschewing the beauty industry’s typically monochrome colour palette, the interior is immersed in a fleshy, peachy colour – used on a slab-like curved counter devised to entice visitors into the Lounge. The space is complete with semi-translucent polycarbonate surrounding the escalators, chairs and individual reading lamps. Fixtures are largely finished with copper and matte brass, and a freestanding totem bearing moving digital product imagery adds a contemporary edge.

Participation and experimentation are also key. Shoppers are encouraged to “touch, feel and play” – from indulging in mascara experts Eyeko’s personalised mascara service, to rifling through travel-sized cosmetics in the Beauty Bites section.

A constantly evolving pop-up space will showcase an array of masterclasses, brand installations and new launches. Catering to those working 9-5, the space is open as late as 10pm.

The beauty concession space boasts more than 130 global beauty brands, and a concierge team well-versed in delivering the latest niche brands and treatments – straddling pick ‘n’ mix vitamin injections, express coiffuring and 15-minute LED facials at the Light Salon. See also Concierge Commerce: Elevating Service.

See also Luxe Brand’s Launch ‘Beautiques and Active Flagships.