Cosmetics and beauty retailer Space NK has unveiled a revamp at its store in the Duke of York Square shopping development in Chelsea.
It features a higher-quality palette of materials (including Corian, glass and steel) than the previous store, which after 10 years was “in need of a facelift”, according to the retailer’s head of visual Paul Wilkins.
He says that the new look is “an enhanced version of what we did at two stores in New York. The whole idea was to create spaces with a slightly different feel so that you could clearly see there are different product areas.”
At the heart of the shop there are two pillars between which the till and counter have been placed, providing a focal point for visitors.
There are also three different kinds of shelving around the perimeter, allowing the retailer to create distinct category areas.
A sink has been added to the right-hand perimeter wall - a feature that is used by other retailers operating in this arena, particularly Australian brand Aesop. Wilkins and his team have also installed vintage props around the shop, including leather-bound books and Victorian medicine bottles, which make it feel like an apothecary, and a Holophane light from the 1960s.
Space NK is a premium brand, as has been apparent from the moment the first shop opened in Covent Garden in 1993, and this store is about reinforcing that image.
This is a relatively small space but it is worth a visit, if only to see how much product can be put into a shop without making the customer feel crowded at any point.
The store took two-and-a-half weeks to refit and reopened in June.
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