NASFM Award of Merit Winner
Beauty Studio is a new concept by a franchisee of the large chain of beauty product stores in the Upper Midwest called Beauty First. Whereas the other stores around the country tend to be more mass-market in appeal, catering to the “off-price” shopper looking to run in, grab her shampoo and leave, Beauty Studio was going for high-end, spa-only brand names, and chose the high-end Polaris Mall (Columbus, Ohio) as its testing ground.
“As such,” says Kevin McPhee, image director for B&N Industries (Burlingame, Calif.), “the environment had to effectively communicate high style and simple elegance to successfully support the sale of higher-priced beauty products. It also had to embrace a youth audience, while not alienating an older consumer. So it had to be sleek and chic, but also friendly and engaging.”
The fixtures, manufactured by B&N (which also did the overall store concept), won an Award of Merit in the annual store design competition held by the National Association of Store Fixture Manufacturers. They were designed to support the sheer volume of merchandise and brands and to be flexible enough to accommodate the volatility of brands and products that come and go, common in this industry. The fixtures had to be easily moved and easily changed.
Only a few fixture systems are used throughout the store, including B&N's puck system, cable system, scissy display table collection and common 32 mm shelving. Custom fixtures are combined with chrome wire shelving.
Cosmetic tables are strong and linear in design, and rich in wenge wood and white carrara marble. Mid-century modern classic bar stools in a custom dark-brown finish invite customers to sit, try product or experience a cosmetic makeover.
The spa-like feel was achieved through the clean lines of the fixtures, and the bright, clean backlit glass and acrylic.
Client: Beauty Studio, Columbus, Ohio
Design: B&N Industries Inc., Burlingame, Calif.
Fixtures: B&N Industries Inc., Burlingame, Calif.
Photography: Michael Skott Photography, Eastsound, Wash.