Espoir excels!
We’ve seen super giant, Sainsbury’s go head to head with the sandwich bar competition in London, now here’s another brand, new to the market, taking on the well established beauty giants, Mac and Bobbi Brown in South Korea. If their new store in Seoul is anything to go by, they should be off to a flying start.
It’s bold, dramatic and exceptionally well designed. Full of glamour, the store interior incorporates deep purple chandeliers, huge ornate gold mirrors, highly minimalistic, mirrored cabinets and some all important glossy beauty shots. Elegant, perimeter wall shelving enhances the look and is backlit for added dramatic effect. Product looks stunning styled with precision and in swathes of colour on shelves and counters. Outside the prevalent colour, orange, is used in abundance and is highlighted with theatrical style lighting and an entirely glass store front. This unusual choice of colour has been combined with purple and specifically chosen for its dramatic effect. Together, these colours add emphasis and authority to this newly launched make-up brand.
Designers, JHP were responsible for the entire brand concept from positioning the proposition, brand identity, store environment, music playlists, staff uniforms, multi-channel strategy to the launch campaign itself – quite a tall order! This highly glamorous contender got its initial inspiration from the ‘stylists’ secret wardrobe’ – slick furniture items housed in a raw shell with ‘stylists closet’ inspired fixtures. Antique glass, polished plaster, concrete and leather all help to ensure that this top quality product appeals to fashionable young women. Espoir has the most authoritative range of make up in the marketplace and therefore needed a very detailed interior display system to show off the brand to its best. Even the shape of the store itself is eye catching and unique with an enormous curving glass wall.
From the outset, the standards were set as high as possible. JHP and Espoir worked with top stylists and make-up artists and used celebrity photographers and models. Gossip Girl actress and model, Leighton Meester agreed to be the face of the brand and the designers then decided to art direct the initial shoot in New York with Hollywood photographer, Mark Liddel – wouldn’t you?
This new store has both the feel of a highly polished, sleek boutique and a quirky one-off independent. They have successfully combined these two styles and created a very powerful and iconic concept, one which they’re currently looking to expand world-wide!
Design: JHP
24 sdea directory of shopfittings and display
www.shopdisplay.org
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