REVOLUTIONISING NATURAL COSMETICS
The natural cosmetics e-commerce Freshly Cosmetics sought to make the leap into the offline world materialising its visionary and pioneering DNA through the design of physical stores. By developing a flagship in Barcelona and Madrid and defining its scalability model, we helped devise and executed more than 15 stores throughout Europe. Our collaboration with Freshly has also included the design of all stores furniture and its successful product F SolidPod.
➀ A BRAVE AND EXPLORING FIRM
Freshly Cosmetics was born as a disruptive startup, willing to break new ground and take constant risks. Following this vision, our store concept translates the digital roots of the brand into the physical space representing that same nature. By encouraging the contact of the brand with their customers, the new spaces effectively add a social dimension to the online content.
➁ AN INTUITIVE PROPOSAL
The design conveys the brand´s brave and spontaneous spirit through curved spaces guiding the route and inviting constant exploration and fresh and natural materials.
➂ NATURAL AND ATTRACTIVE MATERIALS
Freshly’s identity is highlighted through different materials: natural-fibre recycled floors, wood and tile represent its natural and warm approach, while canvases stretched with neon, tubes and stainless steel shelves offer contrast and accentuate the more technical character of the brand.
➃ BARCELONA FLAGSHIP
The first store on one of Barcelona’s main commercial streets offers a real-time experience. Its visually permeable canvas and neon façade announces the brand’s values inviting visitors to get immersed in a space evoking the botanical spirit of Freshly and the origin of its products
The curve of the store guides an intuitive journey offering a self-service system and mobile payment points without queues encouraging a fluid entry, purchase and exit.
MADRID FLAGHIP
The second Freshly flagship on Calle Fuencarral in Madrid is an evolution of the previous store, with its iconic curve accelerating the internal route and with a new, more spontaneous and social space for its Identy makeup line.
A two-entrance façade welcomes an octagonal space as a public plaza or extension of the street for people to hang out, sit down, charge moviles or watch the video wall with all the brand’s news. Deeper inside, two differentiated squares allow interaction with the different product lines and a more intimate area, the backyard, introduces colour in the space through lighting and greenery.
VALENCIA
Colour and new textures adapted to the specific space dimensions offer an improved and standardised version at the third store in Valencia.
LONDON
The Freshly store on Carnaby Street in London replicates the international expansion plan of the brand in one of the most emblematic retail streets in the world.
More than 15 stores across Spain prove the scalability power of the brand and our capacity to set the most effective guidelines and provide an efficient, profitable and replicable model in any context and city in the world.
