ICONIC London

Category Design Retail Fit Out Shop-in-Shops
design agency leicester

Designing ICONIC’s first-ever beauty retail concession

ICONIC London is one of the beauty market’s newest hot brands, establishing itself in just six years with a dedicated fan-base and beauty following born out of Instagram and its celebrity endorsements, including Love Island presenter, Laura Whitmore.

Idea

Working closely with the retail team at Fraser Group, d4r were invited to design and produce ICONIC’s first ever permanent beauty retail concession, globally, and implement it into the brand-new Flannels flagship store at Fosse Park – one of Britain’s biggest out-of-town shopping destinations. The new standalone retail unit follows the successful launch of Flannels’ very first beauty hall in July at Meadowhall, Sheffield, where d4r also designed and produced a gondola based VM unit for ICONIC. An air of lightness and minimalism achieved via the use of luxury materials and a premium finish was the essence of the brief – and we think we nailed it!

Insight

Exhibiting a broad service offer, ICONIC’s new retail space supports traditional beauty consultations, and a myriad of mirrors provide the perfect multi-light setting for complete experimentation of different make-up looks. Making it easy for beauty fans to browse the brand’s products, self-selection counters display ICONIC’s full range and invite customers to test product

before buying. An updateable ‘hotspot’ podium unit showcases ICONIC’s latest special gift sets and colour stories, whilst media screens feature ICONIC’s popular Insta feeds, disrupting the consumer journey and linking up the brand’s multi-channel marketing in store, seamlessly.

Realisation

As the first beauty brand that visitors of the new Flannels flagship see when they enter the store, ICONIC London captures the zeitgeist of luxury that oozes from every corner of this new high-end brand emporium. And with plans to hold tutorials and live events in this space very soon, this unforgettable beauty destination is a must-see for lovers of beauty across the UK and further afield.

Testimonial

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I have worked with Design4Retail for several years now across a variety of projects. Consistently reliable, they deliver high quality brand counter executions every time without ever experiencing impact on programme. Where design development is part of the brief D4R consider every detail, every time has been well received by both brand and business and even used as an example for others. The team strive to achieve everyone’s goals, whether this be innovative design, high level quality of execution or competitive costs, their close relationship with each project enables them to deliver every time. Whenever Design4Retail are involved with a project I can trust that they will manage and deliver without concern. It always a pleasure to work with D4R and I look forward to many more projects in the future.
Beauty Lead Commercial Project Manager

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