Last year, one of our biggest projects involved rebranding Hong Kong’s most iconic cosmetic destinations: Facesss.
The retailer, which features 50 internationally reputed make-up and skincare brands needed a new face – one that would resonate with a younger and increasingly more international demographic; the much-debated gen-Y generation.
Besides a rebrand (see the full case here), the interior of the flagship store has been renovated to hero each brand under the Facesss roof and to give consumers a more cohesive shopping experience. As part of this process, we were asked to design the private label area of the shop, named Facesss by Lab.
As a brand focused agency, we believe that branding and environmental design must work together to elevate the total experience. Therefore it was important for us to work with a designer that understood this vision. We brought in a longterm collaborator and friend, Aurélien Barbry, to work with us on the physical while fusing the graphical language into the design.
Based in Copenhagen, Aurelien normally designs for many of Denmark’s most iconic brands, with a focus on simplicity and careful choice of materials. He describes the design of the private label area as “a quiet and easy experience” in a otherwise buzzing shopping mall.
“From the beginning of this project I thought the branding should be part of the space experience. A large table to invite people to sit and try what is on display, long shelves, an easy circulation. A floor as a canvas that links to the brand.”