With the ‘Store within a store’ concept Birchbox had a big say in the look and feel. We wanted the space to feel warm and inviting to mimic a home. Unlike other beauty retail, the products are merchandised by routine to ensure the right products for each type of person. Fun moments include an interactive instagram wall and a “build your own Birchbox” table. I worked closely with architects to select materials, accessories, and signage systems.
Rollout across the U.S.: New York, Chicago, Los Angeles, Minneapolis, Dallas, and Miami and more to come.