Urban Decay, Newport Beach, Calif. Click on the photos above, or read the details below, to learn more about this edgy makeup playground.
DRAGON DANCE
Urban Decay’s Chief Creative Officer Wende Zomnir spotted this fixture years ago and was certain it would be ideal for Urban Decay’s first boutique. Says Samara De La O, avp, visual merchandising for Urban Decay: “[The fixture] symbolizes our philosophy that there is beauty in everything.”
BRANCH OUT
This 15-ft. fiberglass tree, created using an automotive-type spraying process to achieve its “chrome-dipped” appearance, was designed to complement the adjacent light fixture. Shawmut Design and Construction (Boston) worked with a fabricator to create multi-dimensional models before installing the completed element.
LOUD LOGO
Shawmut designed a template of Urban Decay’s industrial-styled logo using a scaled image to rout the reclaimed hemlock flooring; the cutout was then lined with aluminum and filled with concrete. “The coolest thing was taking this strong aesthetic from their packaging … and seeing it become bricks-and-mortar,” says Sarah Wendorf, project manager, Shawmut.
SCREENSAVER
Showcasing the brand’s well-developed digital presence in-store, the screen above the cashwrap serves as a focal point, featuring rotating content that includes social media feeds and seasonal campaigns.
PLAYGROUND
The store’s engaging environment is supported by these makeup stations, where staff members encourage shoppers to grab testers from the nearby wall and try them at the vanities. “We really want them to play with the makeup and not be afraid to get their hands dirty,” says De La O.
PROJECT SUPPLIERS
Retailer
Urban Decay, Newport Beach, Calif.
Design
Urban Decay, Newport Beach, Calif.
Shawmut Design and Construction, Boston
Audio/Visual
OnSite Media Solutions, Park City, Utah
Lighting
Lido Lighting, Deek Park, N.Y.
Fixtures/Dragon Chandelier
Hudson Furniture, New York
Flooring
Wood Works, Laguna Nigel, Calif.
Bathroom Tile
SpecCeramics, Los Angeles
Glass Tile
CA Glass Blocks
Lipstick Light Fixture
Warner Brothers, Burbank, Calif.
VISO Inc., Toronto
Chrome Tree and Skyscraper Trellis
Goodnight and Company, Sherman Oaks, Calif.
Architecture
Erin Morris Architects
General Contractor
Shawmut Design and Constructions, Boston
Photography: Amber B. Dianda, Costa Mesa, Calif.