As part of a multi-milion pound investment to refurbish the Manchester Trafford store, HMKM’s latest project with Selfridges is the phased refurbishment of the Beauty Hall which opened in September 2018 after two years in the making.
The concept incorporates double-sided digital totems for each brand, allowing a canvas for both brand messaging and the ability to present constant newness and exclusives, aimed at inspiring the customer to discover both individual brands and the wider product offer available throughout the department. Moments of ‘luxe industrial’ are introduced through the all new expansive Beauty Workshop: ‘A-frame’ fixtures with practice and play areas throughout create the Selfridges edit space for new, exciting & exclusive brands across six key categories; Skincare, Hair, Colour, Services, Travel & Men’s Grooming.
Key to the customer-first strategy is the ‘Beauty Insiders’ hub located at centre of the Hall. This is a unique centralised beauty concierge service, where customers are able to book treatments centrally across all brands as well as provide a consultation area and promo stage to flex for product launches and Beauty Masterclasses. The Fragrance area completes the Beauty Hall; the entire range of testers is displayed on illuminated tiers arranged on two large central islands as well as perimeter back bars with glass fronted stock cabinets underneath.