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Brief Published: 8 May 2012

John Lewis Goes All Out with New Beauty Hall


London department store John Lewis has given its Oxford Street beauty hall a multi-million pound facelift – administered by London-based retail design practice Gpstudio.

Pitching the space as a new international retail destination for make-up, fragrance and haircare aficionados, the retailer is already predicting that the concept will become one of the most profitable beauty halls in the world.

Spanning more than 18,000 sq ft, the layout of the revamped space was inspired by the idea of a town square. It loosely echoes the way other large retailers are looking to store layouts underpinned by traditional shopping formats to counteract a negative corporate image (see our report New Retail Collaborations for more on this topic).

Premium cosmetics brand shop-in-shops, including French fashion houses Chanel and Dior, are positioned around a central area filled with beauty brands of every sector: fragrance, haircare, skincare and nails.

Amanda Scott, John Lewis’ head of buying for beauty, commented: “Beauty is a key category for John Lewis, and this opportunity allows us the freedom of space to express ourselves as an authority on beauty, and engage our customer in a more emotional and inspiring experience.”

The ambitious overhaul was completed in seven phases, with the final unveiling on May 8 2012.