Christian Louboutin was moving from luxury footwear into beauty for the first time, launching a colour cosmetics range. We worked directly with him to bring that vision into a physical space, beginning at Selfridges and drawing on an established understanding of his customer, translated into an entirely new environment.
“He wanted no compromise: the intricacy of the brass, the finish of every fixture, all of it considered.”
Most projects are a careful balance between aesthetic and budget. Here the brief was different. Christian was clear on what mattered, from the way the logo was lit to the detailing of the fixtures, and the ambition was a level of finish normally reserved for the highest end residential and hospitality spaces.
We built the environment around the ritual of discovering a new range, so the counter drew people in from a distance and rewarded them up close with material quality and precise detail. The result felt unmistakably Louboutin, translated from footwear into beauty without losing an ounce of the house codes.
The launch performed beyond expectation. The range sold out repeatedly across its first locations, with customers returning and queuing as stock was replenished, proof that meticulous attention to detail is a commercial decision as much as a creative one.
A first step into beauty that sold out, again and again.