Hourglass Cosmetics, London

LAST SPRING, iconic British department store Selfridges unveiled its London flagship’s splashy new beauty hall after a year-long renovation. The ground-floor beauty destination featured improved sightlines and navigation, refreshed LED illumination and new counters for more than 30 beauty brands. Among them was Los Angeles-based Hourglass Cosmetics, debuting a new 70-square-foot counter experience – an upgrade from its previous (and much smaller) presence in the store’s beauty workshop area.

“Hourglass was at a pivotal moment when we received the brief, with brand awareness growing,” says Hattie Hayward, Principal Creative at retail design agency Checkland Kindleysides (London), which designed the experience. “Entering the main beauty hall in Selfridges was a significant milestone, but it also came with the challenge of standing out among globally established, luxury beauty brands. Our aim was to make a bold statement and ‘own the room.’ ”

Illuminated by soft, diffused light, panda white marble serves the new counter’s foundation.

Owning the room began with a simple yet striking material: a high-contrast panda white marble to serve as the counter’s foundation. Its shape plays with unexpected angles and cantilevered sections illuminated with soft, diffused lighting, while Hourglass lipsticks, powders, eyeshadows and more, appear to float above glowing product displays. Exclusive services at its Artistry Bar include complimentary consultations and makeup applications by the brand’s resident makeup artists to round out the bespoke offering.

“We want shoppers to feel an immediate wow as they approach Hourglass, drawn in by the striking material of the counter,” Hayward says. “The refined product presentation embodies artistic order and a deep commitment to quality, while every detail conveys luxury and elevates its world-renowned artistry services into a standout experience.”

PHOTO GALLERY (11 IMAGES)
PHOTOS: CHECKLAND KINDLEYSIDES