Asteri Beauty: Jeddah, Saudi Arabia

CONCEPT: ITS NEW location in Jeddah, Saudia Arabia, female-founded beauty brand Asteri Beauty offers an immersive experience in a compact package, bringing together sleek product displays with playful colors and illumination.

1. Outside In
   Each location of Asteri Beauty (Riyadh, Saudi Arabia) makes a unique first impression with its exterior. The brand’s Jeddah store, housed in the Red Sea Mall, features a silver façade with eclectic shapes and textures that communicate a clean and polished look.
2. Light the Way
   Eyes are drawn to the striking chandelier jutting out from the central fixture. With makeup and cosmetics merchandise, central illumination is needed to bathe the space in bright, ambient coverage for shoppers to test products.
3. True Blue
   Products are displayed on an electric blue central fixture, capturing attention from outside the boutique as its saturated color contrasts with the space’s lighter elements. The fixture, along with the metallic facia, were inspired by ebb and flow of the nearby Red Sea.
4. Mirror, Mirror
   Adding an element of versatility, the fixture table, designed for guests to test product, is mounted with geometrically shaped mirrors. Each mirror is modeled differently with sharp, eye-catching angles, diversifying the space’s visual language and inviting customers to sample the cosmetics.
5. Beauty Palette
   Cool tones, such as shades of blues and whites with silver accents, create a clean, fresh aesthetic and put the products at the forefront. The palette and materiality were “driven by the eclectic brand personality” says Sarah Fairhurst, Creative Director, Dalziel & Pow (London), the firm behind the store’s design. “[It’s] a striking and unexpected contrast between smooth and textured, natural and polished, light and shadow, bold bright use of colour and the natural tones of desert.”