Models Own The Boxshop, London
2 Westfield Stratford City, Montfichet Rd, London E15 2JU
The Yard Creative
First came the Bottleshop, a cosmetics kiosk shaped like a nail polish bottle. Now Models Own is following the literal theme with the Boxshop, a store styled – if somewhat more abstractly – after a make-up box.
Located in London’s Westfield Stratford, the brand’s global flagship debuts some 650 new products, with its new colour cosmetics range among them. Styled as a ‘beauty playground’, it exhorts customers to play fast and hard with their cosmetics, striving for fun, fast and fearlessly changeable looks – and daring them to break out of their typical makeup routine.
The Yard Creative has created a makeup box-inspired space that dares customers to push the boundaries of beauty.
Doing so is all about confidence, so there’s no room for understatement here. Everything in the store is positioned for engagement, interactivity and experimentation – and underscored by an aesthetic of ‘go big or go home’. Neon-hued strobing exterior signage, an ultra-glossy multi-coloured floor, overhead stage lighting and vibrant brand communications create a vivid, almost club-like experience – exactly the kind of setting where bright, bold looks and styles come out to play.
Screamingly called out in huge 3D lettering, sections dedicated to eyes, lips, the face and nails form the store’s perimeter, creating an unbroken rainbow of products. Above them massive screens burst with the brand’s video campaigns, while the centre of the store is given over to a ‘play table’ encouraging customers to boldly experiment with different products, colours and styles. Experienced make-up guru staff are at hand to help with tips and questions – and ensure that customers leave looking several shades brighter than when they came in.