Innisfree-Logo-2015

Launching a Virtually Unknown Brand, at a Famous NYC Beauty Intersection

with a connected ecosystem that erases the hard edge of technology

INNISFREE | RETAIL

Exterior_Window-Wow

The challenge

The technology tension point was a key challenge for the Innisfree Design Team to resolve in building its flagship location NYC.  The overall mission was to leverage tech to establish the Innisfree Brand, located in a hyper competitive location next door to Sephora and directly opposite the bustling and always busy Bloomingdales flagship store.

Ensuring that digital would nest seamlessly into the physical visual merchandising in a way that harmonizes with the design integrity, and serves intentional purpose for both guests and sales associates alike.

Innisfree_0111
IMG_2741

The solution

We looked to inspire the journey of brand discovery in a way that authentically speaks the language of digital natives.

The Innisfree point of difference is rooted in nature, so the technology and the content it served needed to support this important narrative. Technologies that blend in seamlessly into the nature-forward design language yet be bold enough to be viewed from the street, or to help resolve spatial challenges in strategic areas of the footprint.

The net effect was a stunning fusion of tech and touch that created the wow-factor Instagram moments, and a practical goal of helping consumers fill their basket with ease.

This store utilized a combination of 2.5mm LED from Nanolumens to pull traffic in from the street, end-to-end thin bezel LCD screens from NEC to awaken a drop ceiling and open up the space, and other smaller screens to punctuate the journey and educate shoppers on their extensive product line.

The results

Winners of multiple retail design awards, this store brings the bold and beautiful together in a way that disrupts with purpose and integrity.  The store enjoyed consistent walk-in traffic from the street, as well as more satisfied customers who purchased more products given the store was oriented towared discovery, trial, and sampling. 

We’ve rolled out to 12 locations in US and Canada and manage the ecosystem from design to day 2 support.  Although Innsifree ultimately scaled their business to e-com as a result of the harsh realities brough to stores by the global pandemic, this iconic set of stores showcases our ability to synch form factors and function in a stunning aesthetic.

IMG_2659
Innisfree_0111
IMG_2741