Beauty specialist Anastasia Beverley Hills has rolled out its first UK concessions. Designed by retail design agency, Sheridan&Co, the 38 sq m concession at Selfridges Oxford Street opens this month and is the biggest of its kind for the US brand. The launch is part of the brand’s wider global expansion plans to gain strong presence within European markets. In June, Anastasia opened a 29 sq m retail space at Selfridges Trafford Centre in Manchester.
Sheridan&Co’s design team worked closely with Anastasia Soare’s team as well Claudia Soare, daughter of Anastasia Soare, who is president of the brand. Together they worked collectively to conceive, develop and install a retail concession tailored specifically to Selfridges' clean and bright beauty hall environment, that would also make the brand stand out and elicit interaction with its products.
'With its immense social media following, Anastasia Beverley Hills is a force to be reckoned with in the US, despite the brand’s relative youth. With its premium yet accessible cosmetics range, it has found fanship amongst a diversity of consumers – from millennials to professional make-up artists to celebrities. Our challenge was to help this already successful brand in the US enter the UK market with a concession that distinctively catered to European tastes, gave a nod to its social media gravitas, whilst still remaining recognisably Anastasia Beverley Hills,' says Michael Sheridan, chairman and CEO of Sheridan&Co.
Anastasia’s brand palette is predominantly black. However, with Selfridges’ beauty hall housing a number of beauty concessions also delineated in black, the design teams create a retail space comprising ivory, rose gold and accents of matte black. The branding is executed in brushed rose gold with its elaborate brand mark embedded at the ends of each ivory coloured consultation counter. Accents of rose gold also frame the minimalist mirrors at each of the makeup stations. The products sit on black matte counter tops, providing a striking and elegant contrast to the ivory. A further display plinth showcases enlarged images of the brand’s various colour palettes, and the concession’s walls are decorated by beauty shots of a model made up with the brand’s iconic ‘polished’ look.
'The juxtaposition of light against dark, with subtle inflections of brushed rose gold, gives the brand’s retail presence a decadent and feminine yet distinctively modern identity that will appeal to its consumers. Amid a beauty hall of competing cosmetics brands, Anastasia Beverley Hills has an elegant yet standout design that is true to its existing brand values and guidelines. The positioning is clear: this is a luxury beauty brand that empowers consumers with the nous and professional tools to look their optimal best,' says Sheridan.