Estee Lauder/The Cosmetic Company
Befriend beauty
THE BRIEF
Teams were all given an inclusive retail design playbook by Motionspot. The aim of appointing to provide inclusive design consultancy for the brands across the Estee Lauder Group, including the design of in-store features, concessions, and stand-alone store formats.
The document is pre-fixed based on immersive stages of work, where shopfittings, drawings and inclusivity action plans are reviewed. Each team independently carry out a number of store visits to record observations to help identify areas of room for improvement.
Photography…
Individuality I brought to the group was making it my duty to create outcomes for the project that visually translated our passion and creativity
I have the knowledge and skill within photography so with this I made an action plan based around my team members concepts of the overall aim they wanted to achieve within the project, diversity amongst casting of the models and the studio environment.
Make-up artist…
I also took part in being an MUA for the photoshoot as we wanted the vibrancy of our colour palette to match the shoot, I was able to achieve this with the help of my team member Chloe Walker.
DIGITAL DESIGN…
To further our visual language, I made a 3D digital prototype of the instore layout using the software SketchUp and Twinmotion, to help support our architectural changes such us in the wall curvature shelving (to help make the store feel more spacious and luxurious), product categorisation and stock storage at the bottom of each section.
From the independent visits to the stores, we noticed some areas of improvement for example the product testing on makeup such as lipsticks was not inviting due to the feel of it being unsanitary. I made a mock-up of this with our new method of dust covered domes to help protect and organise the product. We also used this feature to help elevate perfume testing standards (see pdf for more).