MORPHE COSMETICS
I managed the fixture design development of a new concept store for Morphe Cosmetics which helped re-invent the brand and give it more visibility amongst its competitors. The design was implemented in the USA over 6 stores and the design is now being rolled out worldwide.
I was involved in the full turn-key service from strategy and branding to fixture design and production. Both the aesthetics and functionality of the store had to be re-invented paying attention to the brands story, extensive product selection, in store consumer journey and celebrity influencer events.
I designed the fixtures with ultra-modularity in mind whilst the quality of materials and feel were never compromised. This was an engineering challenge as the volume of product and assortment was so varied.
I designed a fully integrated shelf system that could be utilized in both the gondola and back wall fixtures. Using specially designed wedge shape modules fabricated in metal and acrylic they provided a platform for the different beauty categories to be displayed, tested and stocked from. For each specific beauty theme, be it: eyes, cheek, lip I ensured all of the templating and graphic treatment were generic and easily removeable giving Morphe the flexibility to re-configure the fixtures allowing new products, graphics and inspirational assets to be highlighted.