Design: Landini Associates
Opening date: November 2016
American skincare and beauty brand Burt's Bees has unveiled a new retail format ahead of its expansion into Asia.
Driven by Burt's Bees philosophy that everything should be for the greater good, the new design concept celebrates the heritage of Burt's world; a simple, frugal world that was at one with nature, while updating the brand to compete competently in the 21st century in the ever-crowded platform of natural skincare.
The shopfront is completely open and in store the atmosphere is warm, inviting and friendly to align with the brand personality.
Shoppers are invited to test and discover products at the beauty worktable which is placed at the heart of the store for personal consultations; or to play with the colours on the lip care table.
The back wall features a large image of founder Burt Shavitz and houses the Classic Collection: a selection of products from the original range that have stood the test of time and remain as popular today as they were in the 80s.
Natural materials are used throughout the design, including walls made from 100 per cent recycled shingles (reminiscent of Burt’s shack in Maine) and shelves made from recycled timber and curava (recycled glass). The floor and ceiling are made from Bole flooring (a system of naturally curved hardwood that follows a tree’s natural growth, thus creating less wastage).
Meanwhile, the lighting provides a golden glow to recreate the feeling of being inside a beehive. 'The inviting warmth of the lighting encourages customers to dwell longer instore, discovering Burt's Bees' range,' says a spokesperson from Landini Associates, which designed the new retail format.
In tandem with the interiors, Landini has redesigned the graphics and communication, including signage, ticketing and information graphics often embossed with a playful, iconic bee.
The concept launched in Hong Kong in late 2016 and will now role out throughout Asia, South America and Europe.
Photography: Ross Honeysett