‘hello beauty world. why so serious?!' Following on from the traction gained worldwide by the Bottleshop, the next chapter in global domination for Models Own is the launch of the Boxshop. Retailing a fun, fast and fashionable full face cosmetics range that encourages customers to be fickle, daring them to be brave and always leaves them looking fierce.
Models Own and TYC have been working together since 2011 but for this new retail venture we wanted to make sure we understood every aspect of the challenge. A creative day with key members of the Models Own team as well as make up artists and industry experts helped to shape the proposition of fast, fashionable cosmetics that boost customers confidence in make up experimentation. The outcome was a general acceptance that girls stick to what they know and need help and encouragement to try something new.
TYC set about creating concepts for a brighter, bolder and bigger retail experience. With an aim of banning boring from the everyday make up 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 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 progression from the Bottleshop to the Boxshop takes inspiration from the idea of a make-up box. That treasured place where favourites are kept, containing only pride and joy items.
The core categories, Eyes, Lips, Face & 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 backdrop of the retail environment uses gun metal grey and exposed services to create a raw and stripped back platform that allows the glossy, bold colours of the brand, cosmetics and communications to pop.
What make this space unique? There should be no question in the customers mind “Can I try this?”. Everything is set out to encourage shoppers to get involved. The communication is friendly and supportive; there are top tips at every turn. Customers should feel inspired to grab an edgy colour or confident to use a new product that’s pushing their own personal make-up boundaries.
The first Models Own Boxshop store opened in Westfield Stratford in Q4 2016.
The Models Own Boxshop has also received the following recognition throughout the retail sector:
/ Finalist for Retail / Pop-up Interior Design at the Drum Design Awards 2017
/ Finalist for Best Mall Store at the Retail Week Interiors Awards 2017
Project scope: Brand style direction, Concept design, Interior design, Furniture design, Graphic design, Brand communications
“It is said truly disruptive retail design, like mermaids, only exists in the minds of the deranged. Not so at The Yard. Refusing to so much as lift a pencil until entrenched in our brand and only then, having dissected our customers, the myth starts to become a reality and they start to do what they do best - sector-busting innovative retail design. Models Own and The Yard promised to make each other famous and we’ve both delivered - we’re now the Kardashian’s of cosmetics and they’re the Bieber of British retail design excellence.“