„#FORWARDBEAUTY“ in the capital: On Wednesday, 30 October, Douglas, one of the leading premium beauty retailers in Europe, reopened its flagship store in Berlin. The Dusseldorf architecture studio Schwitzke & Partner worked with the Douglas Store Experience Team to develop all the service and special areas for the 1,000 sq m branch on Unter den Linden. With a Fragrance Bar, special areas for niche brands and hairdressing services, an Influencer Area, as well as treatment areas, the two-storey flagship store has become a real beauty experience destination.
So the architects developed the central beauty table into a Nail & Blow Dry Bar, where customers can enjoy a manicure or have their hairstyle or makeup refreshed. A Niche Brand Corner in strong saffron red presents exclusive perfume brands in a suitably luxurious setting. At the Perfume Bar with a mirrored ceiling panel, the customers can test perfumes and have exclusive consultations. The Influencer Area offers digital brand ambassadors the opportunity to stage and share their photos or videos in the store.
The future strategy of Douglas, #FORWARDBEAUTY, is applied consistently in its flagship store in Berlin, strengthening its positions as the top destination for beauty. The design of the areas reflects the retailer’s premium alignment and thereby continues the aim of the modern luxurious design of the flagship store in Frankfurt, as well as of the Douglas PRO Stores in Hamburg. Pastel, feminine touches contrast against spicy tones and brass, as well as concrete and mirrored surfaces. Curved shapes such as wavy back walls or rounded merchandise stands underline the clear graphic lines in the ceiling panels and service cabinets.