The starting point for the store concept was nature and science with the ambition to create a unique environment that provided a harmony between the natural elements and the scientific processes that are at the core of Molton Brown. These principles are overlaid with gestures of London to convey brand heritage and contemporary London. The aim was to create an environment that engages with all customers, inviting them to play and discover the journey of each product.
The interior colour palette is purposefully calm and neutral, providing a canvas against which the colourful Molton Brown products are displayed. Claire Hinkins, Molton Brown 3D Designer explains: ‘The use of colour is a big part of our brand equity and it was therefore essential that we highlighted this within the concept. The use of LED Light Sheet enhances the vibrancy of the mineral and botanical colours of all products which in turn become a part of the interior scheme.’
‘We also wanted to engage customers through ‘play’ points to enhance the sensory experience of the products. In order for people to freely navigate the store and educate themselves on products, there needed to be clear signage. The colourful base units act as a story telling or navigational tool for customers which ‘pop’ due to the additional LED Light Sheet illumination.’
Molton Brown stores have always featured product lighting, but for the new concept LED Light Sheet was selected due to its combination of low heat emissions and long life guarantee. The vivid product displays are possible due to the cool running of LED Light Sheet which ensures heat sensitive products, such as cosmetics and candles, may be displayed directly on the lighting unit without risk of depreciation.
The completed store triumphs in a tantalising product rainbow, brightly glowing against the white shelving system to a backdrop of London’s stylish Covent Garden.
Images courtesy of Molton Brown.