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.”

The most visually striking detail is the floor design, which features stripes placed at contrasting angles that create irregular chevron shapes. This pattern can also be found throughout Facesss’ rebranding.

Furthermore, the edges of the pattern are marked out with a strip of lighting that continues up along the edges of the walls to create the feeling of a “shop-in-shop”.

A large central ash trestle table and set of stools from Danish brand Frama lets visitors sit and test out products. These are displayed on black metal shelves that create graphic outlines on the surrounding concrete walls.

A circular brass side table rests in the corner, and pale wooden benches underneath the shelves function as seating and storage.

Clusters of globe-shaped lighting from Italian brand Flos hang overhead, and the thin lines of the wall shelves are echoed as an overhead metal rod that houses cylindrical spotlights.

For more information check out a feature article about the project on Dezeen.