Inspired by Nautical themes this store is a dramatic space that allows the customer to immediately feel uplifted as she waltzes down the aisles of cosmetics. She may stop at any of the assisted make up counters or may peruse through the open display cases for individual selections. The directed interior plays off itself with its converging lines juxtaposed off of the rough and natural walls. The experience is focused on the cash wrap. By doing this, the purchase of cosmetics becomes the climatic build of the shopping experience and the woman’s exit from the store becomes a reaffirming act as she takes her place back on street level.
As the customer approaches the self-service counter the looped ambiance video on the plasma screen fades into a tour of the Ralph Lauren cosmetics line, the styles, and how they work on various skin types. It acts as a digital version of the traditional cosmetics chart.
Product Display Zone
Here the line is displayed on a clean and elegant tabletop system. By choosing to display the product on an expansive surface, instead of displaying the product in a shelf, exudes the essence of quality and simplicity.
Here is where the customer is pampered by the professional makeup artist and instructed on how to apply the cosmetics and what color system works best for her skin tone. The stations are self-sufficient and over sized with an additional planer element bordering the stool and mirror giving the customer a greater sense of importance.
Cash Wrap Zone
The exterior of the store frames a view of the cash wrap so even from outside the convergence aspect of this space is accented. It is here where the spatial experience converges. This focal point reinforces the brand experience. Behind the cash wrap counter is the Ralph Lauren logo on an animated light box that dances through the spectrum of colors that are available in the cosmetics line.
At the Helm
Here is where hubby gets to wait and observe the shopping spree. It’s also a place where the customer gets one last promenade through the space but from a vantage point that rewards the experience. Its equivalent to standing at the helm.
Upon entering the store the customer is wrapped within the Ralph Lauren experience. Inspired by old roman and Greek temples these space envelopes the consumer with comfort and style. The dramatic light inspired ceiling pattern is comprised of panels of natural and synthetic translucent materials radiating from the stores center. Here we find the circular product display table reminiscent of an ancient ceremonial sun drum. From personalized assistance to self-service stations, the store caters to every type of customer. Customers are free to wander through the space and sample from the variety in the Ralph Lauren cosmetics line. Atrium - where beauty becomes a sanctuary.
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The self-service counters are embedded into the atrium wall. Behind each personal station is a plasma screen. As the customer approaches the station the looping images of the Ralph Lauren lifestyle fades into videos of the cosmetics line and how each of the different styles works on assorted skin types.
Product Display Zone
The product display is the axis to the store that all of the other zones radiate from. The tabletop display system offers a much simpler shopping experience and conveys the sense of elegance and quality.
The assisted zones circulate around the product display zone and provide a pampering experience to customers. Here is where professional makeup artists teach the customer about Ralph Lauren cosmetics and which color system work best for her needs. Each makeup station is self-sufficient and based around a spacious table with a large personal mirror that provides the customer with a greater sense of importance and luxury.
Cash Wrap Zone
The cash wrap is the keystone to the store. Behind the cash wrap counter is a cascading water element on top of polished stones. The Ralph Lauren logo is placed in front of this element reinforcing the brand image but also conveying the notion of the brand’s solidarity in the ever-changing world of fashion and appearance.
CONCEPT DIGITAL SUPERNATURAL
Ralph Laurenapproached Orange22 to design an ‘interactive cosmetics station’ dedicated tothe education and delivery of cosmetics. Digital Supernatural is designed todigitally narrate the customer’s experience by using technology and smartlydesigned interactive software. The goal was to simplify a traditionallycomplicated product array.
PARANORMAL PRODUCT PLACEMENT
Ralph Lauren recently asked Orange22 to design a series of interactive stations that would educate consumers about the brand’s line of cosmetics, simplifying an otherwise complicated mass of information. Orange22’s solution—Digital Supernatural—earns its name from the station’s playful reference to the Ouija, that divination tool made popular by the 19th century Spiritualist movement.
Through a high-tech sÈance of sorts, Digital Supernatural answers consumers’ cosmetics questions and concerns, directing them to the right products for their needs through each of five stages. But Orange22 decided any references to the spirit would be subtle. After all, it’s just makeup. Or is it?
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The station waits in “approach mode,” which is not to say it sits passively: The digital, heart-shaped Ouija selector—known as a planchette in Ouija circles—sits on the station’s electro-chromic glass surface, pulsing with light and color like an invitation from beyond. Plasma screens cycle through lifestyle imagery, including models sporting various beauty looks, while sounds play subtly in the background.
When the customer touches the Ouija’s planchette, it activates the electro-chromic glass. Magically, then, the surface glass becomes clear, revealing the full range of Ralph Lauren cosmetics displayed within the station.
Sliding the planchette across the surface, the consumer aligns it with a specific beauty look she’d like to achieve for herself. The unselected areas become opaque, while the remaining areas reveal information, including tips on makeup application, ingredients and pricing.
An ‘interactive carousel’ is set in motion when the Ouija remains on the selected area for 5 seconds or longer. It rotates and stops to reveal the testers for the chosen look, which rise ‘magically’, accompanied by sound effects. When a product is taken from the carousel, an LCD-embedded mirror displays relevant product information. Meanwhile the left screen displays close-ups of models wearing the selected range