ghd Duet Style
A flagship concept designed to set the standard for a premium launch.
Introducing the 'hairvolution'.
Partnering with ghd, D4R brought to life a striking, design-led pop-up to showcase their latest styling innovation, the Duet Style.
Idea
ghd approached us to design a physical space to launch their newest innovation in hair styling – the ‘GHD Duet Style’, a wet to dry styling tool. Once we agreed on the creative direction, we were tasked with creating a global tool-kit that would show how to implement the concept at different scales. We took a tiered approach, creating a guide that would allow different markets to launch the product through pop-ups that were appropriate for the local retail environment and level of investment needed.
Research and Insight
At the start of the project, we conducted extensive research on the brand, product, and target market. We also performed a thorough analysis of ghd’s competitors and the industry landscape to ensure that the conceptual stage generated original ideas that incorporated key industry insights.
One of the brand’s key priorities was the implementation of water within the fixtures. We explored various methods, both physical and digital, to understand how this could be achieved.
Identity Establishment
Taking cues from ghd’s campaign—golden hexagonal forms, cascading water and glossy black finishes—we developed a refined creative direction and material palette in close partnership with the brand.
The product’s features were expressed through form: hexagonal structures became bold architectural moments, water translated into fluid, tactile details, and airflow into subtle, dynamic cues. A rich, maximalist aesthetic came to life through layered black and gold finishes, enhanced with light-reactive materials like rippled metal and lenticular surfaces to create depth and movement.
The challenge was to incorporate real elements of water and air while ensuring the space remained suited to a retail environment. By balancing translucent, refractive and matte finishes, we created an immersive, textural setting that feels both elevated and sensorial, echoing the drama of the launch.
Concept Creation & Refinement
After collaborating with the client and incorporating their feedback, we refined the futuristic glamour concept and created 3D renders of the design. We took a strategic approach to this stage, considering the key objectives and challenges of the project. We also conducted market research to identify ways to activate the brand and create interactive experiences for customers.
During the 3D conceptualisation stage, we presented the client with three different sizes of the pop-up to show how it could be adapted to different environments. We also explored how it could be implemented in window displays, from high-end department stores to independent hair salons.
To further enhance the customer experience, we explored ways to create engagement within the pop-up, such as social media activations, giveaways, incentives, and creating a sense of ceremony.
Scalable by Design
Once the concept was approved, we developed a comprehensive pop-up toolkit outlining a range of configurations, including flat elevations and layered design details, adaptable to different investment tiers.
Seamless Rollout
To ensure consistent execution, we translated the design into clear, practical guidelines for local markets and manufacturing partners. A flexible system of variants was introduced to accommodate different site sizes and budgets, enabling efficient rollout without compromising the integrity of the concept.
The result is a scalable solution that maintains a cohesive, high-impact brand experience across all locations, allowing the maximalist vision to be realised at any scale.
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