Rawr Beauty - Rathbone Place, London
Client: RAWR Beauty
Project: Flagship Store Retail Concept
Location: Rathbone Place, London
Agency: Reis Design
The Challenge
Having operated for ten years and undergone a major rebrand from Lashious Beauty, the newly minted RAWR Beauty sought a high-street flagship location to mark its expansion beyond its existing salon-in-store partnerships. The challenge was to create a bold, immersive retail concept that would capture the brand's new "urban jungle" identity. The flagship store needed to be more than just a functional salon; it needed to be a destination that would communicate the brand's vibrant, high-energy personality and set the standard for future locations. This required a design that would:
- Redefine the typical salon experience, making it a memorable event.
- Translate a new digital-first brand identity into a compelling physical space.
- Differentiate RAWR from its high-street competitors.
- Effectively integrate multiple revenue streams, including treatments, retail products, and events.
Our Solution: An Urban Jungle Experience
Reis Design was tasked with bringing RAWR's rebrand to life in a physical, commercial space. Drawing inspiration from the energy of the "urban jungle," we developed a multi-sensory retail concept that positioned the Rathbone Place flagship as a house of beauty—a dynamic playground for customers to discover and express their style.
Our design strategy focused on creating an immersive customer journey through distinct, visually striking zones:
- Vibrant and artistic canvas: The interior was designed to be a canvas of expression, with artistic, jungle-inspired wallpapers forming the backdrop to the retail space. This immediately immerses customers in the RAWR brand story.
- Thematic features: Custom, jungle-themed features were integrated throughout the store to create a playful, energetic atmosphere. This thematic approach provides a unique backdrop for social media sharing and reinforces brand identity.
- Coloured epoxy resin flooring: A bold-coloured, high-gloss epoxy resin floor, inspired by the vivid shades of nail varnish, serves as a central feature. This element not only grounds the space but also provides a dynamic visual link to RAWR's core product offerings.
- Retail and treatment zone integration: We delineated the space to seamlessly integrate treatment areas with dedicated retail and discovery zones. This design ensures that product and treatment offerings complement each other, enhancing the customer experience and encouraging cross-sales.
- Lighting and sensory details: Strategic lighting and a curated soundscape further define the store's energy and relaxation zones, creating a comprehensive and compelling user experience.
The Results: Engagement Through Immersion
The Rathbone Place flagship store successfully translated RAWR's new brand identity into a physical space, creating a standout retail experience in a competitive market.
- Heightened brand engagement: The immersive, visually rich design provides an "Instagram-worthy" environment that encourages social media sharing, extending the brand's reach and enhancing its reputation as a memorable and vibrant destination.
- Memorable customer journey: The concept moves beyond traditional salon design to create an interactive journey that engages customers on an emotional level, fostering a stronger connection with the brand.
- Differentiation and market leadership: By embracing a bold design and experiential focus, RAWR's flagship store positioned the brand as a market leader, distinct from its more conventional competitors.
- Blueprint for expansion: The project established a clear and consistent retail blueprint, informing the design and feel of future RAWR locations and creating a unified brand experience.
The success of the RAWR flagship demonstrates that a well-executed retail concept is a powerful tool for brand storytelling and audience engagement, with tangible results that extend far beyond aesthetics.