design:retail - August 2018 - 12
we love this!
012
Forever21's
Fast Beauty
A
W H O L LY I N T E R AC T I V E ,
selfie-worthy experience
that's a playground for beauty
enthusiasts-this is the premise behind the new boutique
concept Riley Rose from fastfashion apparel retailer Forever 21.
"The aim was to create a beauty and lifestyle
playground for the Millennial shopper," says
George Gottl, CEO of FutureBrand UXUS, which
designed the concept. "The brief clearly explained
the necessity for a warm and contemporary store,
a destination designed to entice beauty enthusiasts.
We were keen to create a destination that encompassed all the needs of Millennials in one space; get
advice from your favorite K-Beauty blogger whilst
picking up a gift and browsing the latest mascaras
all under one roof."
FutureBrand UXUS (with offices in New York
and Amsterdam) developed the design around the
concept of a "Millennial dream home." The warm
and contemporary feel was achieved with a palette
AUGUST 2018
DESIGNRETAILONLINE.COM
of soft marbles, rose gold metals and pink tiles
contrasted with gray concrete and perforated steel
accents for an innovative edge.
The store layout is based on a zoning strategy
that layers areas of exploration for customers to
discover products through play. There are areas
for "browsing," "chilling" and "trialing." Personalization, customization, shareable moments and
GLOBALSHOP.ORG
product trials-this store is a brick-and-mortar
stage for social media. Customers can explore
products and capture the perfect selfie in their own
vanity lounge or make a bigger statement in front of
the pink selfie wall.
"We tapped into the Millennial desire for an interactive retail experience and included features
such as a large classic bathtub for bath-bomb testing and a pink, marbled kitchen island where the
Riley Rose team can perform beauty tutorials,"
Gotti says.
FutureBrand UXUS further explored social media trends, such as the Instagram food obsession. A
giant pink fridge was integrated as a place to keep
facemasks fresh, and a food and beverage pop-cart
allows Riley Rose to collaborate with creative food
vendors to serve items such as fresh fruit popsicles
or unicorn cotton candy.
Launched in Los Angeles' Glendale Galleria
shopping center and The Shops at La Cantera in
San Antonio, Riley Rose continues to expand across
the country.
- Jenny S. Rebholz
Photos courtesy of FUTUREBRAND UXUS
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2018
design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
design:retail - August 2018 - 2
design:retail - August 2018 - 3
design:retail - August 2018 - 4
design:retail - August 2018 - 5
design:retail - August 2018 - 6
design:retail - August 2018 - 7
design:retail - August 2018 - 8
design:retail - August 2018 - 9
design:retail - August 2018 - 10
design:retail - August 2018 - 11
design:retail - August 2018 - 12
design:retail - August 2018 - 13
design:retail - August 2018 - 14
design:retail - August 2018 - 15
design:retail - August 2018 - 16
design:retail - August 2018 - 17
design:retail - August 2018 - 18
design:retail - August 2018 - 19
design:retail - August 2018 - 20
design:retail - August 2018 - 21
design:retail - August 2018 - 22
design:retail - August 2018 - 23
design:retail - August 2018 - 24
design:retail - August 2018 - 25
design:retail - August 2018 - 26
design:retail - August 2018 - 27
design:retail - August 2018 - 28
design:retail - August 2018 - 29
design:retail - August 2018 - 30
design:retail - August 2018 - 31
design:retail - August 2018 - 32
design:retail - August 2018 - 33
design:retail - August 2018 - 34
design:retail - August 2018 - 35
design:retail - August 2018 - 36
design:retail - August 2018 - 37
design:retail - August 2018 - 38
design:retail - August 2018 - 39
design:retail - August 2018 - 40
design:retail - August 2018 - 41
design:retail - August 2018 - 42
design:retail - August 2018 - 43
design:retail - August 2018 - 44
design:retail - August 2018 - 45
design:retail - August 2018 - 46
design:retail - August 2018 - 47
design:retail - August 2018 - 48
design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
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https://www.nxtbook.com/nxtbooks/designretail/20200304
https://www.nxtbook.com/nxtbooks/designretail/20200102
https://www.nxtbook.com/nxtbooks/designretail/20191112
https://www.nxtbook.com/nxtbooks/designretail/20190910
https://www.nxtbook.com/nxtbooks/designretail/201907
https://www.nxtbook.com/nxtbooks/designretail/201906_v2
https://www.nxtbook.com/nxtbooks/designretail/201906
https://www.nxtbook.com/nxtbooks/designretail/201905_v2
https://www.nxtbook.com/nxtbooks/designretail/201905
https://www.nxtbook.com/nxtbooks/designretail/201904
https://www.nxtbook.com/nxtbooks/designretail/2019_v2
https://www.nxtbook.com/nxtbooks/designretail/201903_v2
https://www.nxtbook.com/nxtbooks/designretail/201903
https://www.nxtbook.com/nxtbooks/designretail/20190102_v2
https://www.nxtbook.com/nxtbooks/designretail/20190102
https://www.nxtbook.com/nxtbooks/designretail/20181112_v2
https://www.nxtbook.com/nxtbooks/designretail/20181112
https://www.nxtbook.com/nxtbooks/designretail/201810
https://www.nxtbook.com/nxtbooks/designretail/201809
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https://www.nxtbook.com/nxtbooks/designretail/20180607
https://www.nxtbook.com/nxtbooks/designretail/20180405
https://www.nxtbook.com/nxtbooks/designretail/201803
https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
https://www.nxtbook.com/nxtbooks/designretail/20171112
https://www.nxtbook.com/nxtbooks/designretail/201710
https://www.nxtbook.com/nxtbooks/designretail/201709
https://www.nxtbook.com/nxtbooks/designretail/201708
https://www.nxtbook.com/nxtbooks/designretail/201707
https://www.nxtbook.com/nxtbooks/designretail/201706
https://www.nxtbook.com/nxtbooks/designretail/201704
https://www.nxtbook.com/nxtbooks/designretail/201703
https://www.nxtbook.com/nxtbooks/designretail/201702
https://www.nxtbook.com/nxtbooks/designretail/201701
https://www.nxtbook.com/nxtbooks/designretail/20161112
https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
https://www.nxtbook.com/nxtbooks/designretail/201608
https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
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https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
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