Teen Brands Reboot the Colour Pink
No longer the preserve of sugary sweet brand concepts, pink has recently been transformed into a teen-targeting retail design must-have, thanks to its Insta-friendly buzz and soothing effect on shoppers – literally relaxing the muscles (Journal of Orthomolecular Psychiatry).
Application of the go-to colour ranges from advocating a bolder breed of femininity with neon pink, to wrapping interiors in intense rose to raise social media hits. We highlight the most inspiring recent examples.
- Industrialised Pink: Californian customisable accessories brand Pop & Suki (founded by British duo entrepreneur Poppy Jamie and actress Suki Waterhouse) launched in Los Angeles in March 2017 with a moveable pop-up store at alternative shopping mall Platform. Designed by British architect Samuel Douek, the store featured industrial pieces of set design (staircases, cabinets and a metal frame) repurposed from a look-book shoot – all in ravishing pastel pink. Echoing the brand’s personalisation-centric USP, it also had an all-pink customisation hotspot. See also Customisation-Courting Flagships.
- Rebel-Girl Tones for the Selfie Nation: Targeting fearless female teens, British fast-fashion e-tailer Missguided’s new physical flagships at Westfield Stratford (2016) and Bluewater (2017) both play on pink’s capacity to exude a tongue-in-cheek attitude. Neon-pink lettering, a pink monster truck, mannequins rolling rosy-coloured dollar bills and fitting rooms with pink walls, rugs and curtains set a Las Vegas-style scene, perfectly primed for selfies. See full blog post for more.
- High-Profile Pink Promotes Female Empowerment: In Spring 2017, American beauty brand Benefit hosted a “drunk on pink” pop-up store in London’s Covent Garden as part of its annual Bold is Beautiful campaign. The concept aims to empower women and girls across the globe by selling items donated by celebrities, brands and vloggers. All items – which also had to be pink – sat against a fuchsia-coloured cave, make-up station and plinths, as well as glitter curtains, pom-poms and rugs. See also Feminism-Fuelled Retail.
- Retro ‘Motel’ Pink Translates Playful into Luxe: Japanese Gen Z-targeting retailer Honey Mi Honey’s flagship (2016) is a retro, hybridised café/store that illustrates how to premiumise a playful brand DNA, offering a haven of pink in Omotesando, Tokyo’s luxury retail district. The motel-style store has a peony-coloured entrance featuring a hotel reception counter, pink neon signs, all-pink fixtures and rose and brass furniture, including a giant teacup devised for post-shopping selfies.