Pure Beauty

German beauty retailer Douglas reveals new immersive Frankfurt flagship

By Becky Bargh | Published: 30-Oct-2018

The major redesign spanning five floors was commissioned by interior design agency Sheridan&Co, which has also worked with Aesop, Chanel and Tom Ford

German-based beauty retailer Douglas has revealed its newly renovated five storey Frankfurt flagship.

The new immersive space is said to represent a new strategy for the luxury retailer in an effort to rejuvenate its brand identity.

Currently, its stocks products across fragrance, skin care make-up, hair care and beauty accessories from brands including bareMinerals, Laura Mercer, Jo Malone London and Roberto Cavalli.

The new ‘neo-luxe’ aesthetic, fuses matt and gloss textures and an assortment of colour with white lacquer and stone, ivory and marble against plush pink, charcoal and the brand’s iconic mint green hues, while its exterior uses large windows for natural light.

Inside, it also features a Trends Collection area, featuring a wall dedicated to the newest product launches and a selection of handpicked brand favourites.

German beauty retailer Douglas reveals new immersive Frankfurt flagship

The space also showcases a quick treatment lounge and luxury hair salon, make-up school, nail bar and lounge on its top floor.

Tina Mueller, CEO of Douglas, said: “Consumer appetite for innovation and experimentation in beauty has seen a spate of disruptor brands emerge from obscurity and obtain sizeable fanbases in short periods of time.

“People are shopping beauty and grooming products very differently, they seek unbiased endorsement, trial and experimentation in order to make purchasing decisions, and the modern retail space needs to reflect that in order to drive engagement and retain loyalty.”

She continued: “Our Frankfurt store has been redesigned with this in mind, with a very experience-led and immersive journey that allows new brands to be profiled and promoted without undermining existing, established and well-loved brands.”

German beauty retailer Douglas reveals new immersive Frankfurt flagship German beauty retailer Douglas reveals new immersive Frankfurt flagship

Interior design agency Sheridan&Co was commissioned to redesign the space, which worked to ensure Douglas’ new identity was implied throughout.

Michael Sheridan, Chairman and co-founder of the brand said: “I think part of the problem department stores face is the way in which their own brand may drown in the cacophony of other brands they house, clamouring for attention.

“Established brands have historically had power over a retail interior’s aesthetics, whereas Douglas’ strategy is to regain some of that power so it becomes more unifying.”

He added: “Every floor has been mapped out to ensure that the Douglas visual identity is elegantly echoed within the touchpoint, without overwhelming the senses.

Today, Douglas has over 1,800 stores across 19 European countries, and its Frankfurt venture is hoped to create a more desirable high street for customers.

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