Following on from the traction gained worldwide by the Bottleshop, the next chapter in global domination for makeup brand Models Own is the launch of the Boxshop – the latest site is at Trinity Leeds shopping and leisure destination.
Design agency The Yard Creative set about creating concepts for a brighter, bolder and bigger retail experience. The aim was to ban boring from the everyday makeup routine by encouraging customers to switch up their look by trying new techniques or by having a go with alternative colours and palettes.
A particular focus was on designing a user-friendly store that helped shoppers understand how to use the products, as well as how to curate en vogue looks.
The core categories – Eyes, Lips, Face and Nails – wrap around the perimeter of the store and high-level digital displays stream Models Own's vibrant video campaigns. The centre of the store is filled with theatre, demarked by an open pink box, housing promotions and a Play Table. The in-store graphic communications work hard to provide advice and guidance. The Play Table promotes experimentation and also hosts live tutorials. The staff are make-up gurus that support, demonstrate and inspire.
The main challenge for The Yard Creative was breaking down preconceived ideas on how it should be done. 'The play table took some convincing but has been a big hit,' says Sian James-Royle, co-founder of The Yard Creative. 'It allows the customer to clearly see that you can come and play with these products. By removing the product from its precious packaging there is no doubt you can have a go!'
In terms of the choice of materials and colours, the brand is very colourful as are the owners of the business. 'There was never a day where the store would be white. The explosion of colour sets the expectation even before you step inside,' says James-Royle.
This is the second store that has opened with the new concept; the flagship was Stratford. Before these, there was only the Bottleshop which was principally only nail varnish.