Anastasia Beverly Hills built a global following on the artistry of the brow. We designed and delivered a retail identity that brought that Beverly Hills confidence to Selfridges in the UK, launching at Trafford and Oxford Street.
“We are insatiably curious and never stop asking questions. We take a strategic approach.”
The Anastasia customer is a devoted, expert shopper who comes for artistry and stays for the community. Understanding that ritual of discovery and try-on shaped everything about the space.
Bring a little Beverly Hills glamour to the beauty hall: a confident, polished environment that puts artistry and the brow bar at its heart.
“If you want to make your consumer feel something, you have to know how to translate a brand into a physical space.”
Soft neutrals, warm metallics and considered lighting create a flattering, elevated stage for the product and for the try-on moment, with a brow bar as the social centre of the concession.
Engineered as a modular concession kit, so the identity could drop consistently into different Selfridges footprints, from Trafford to Oxford Street, without losing its polish.
Beverly Hills polish, delivered across Selfridges.