Diversity-driven, Fenty Beauty was launched by Rihanna to ensure there is a foundation for all. We worked with brand owner Kendo to design and deliver the retail identity for Rihanna's inclusive beauty brand across every UK Harvey Nichols store.
“We are insatiably curious and never stop asking questions. We take a strategic approach.”
Innovative and forward-thinking, Fenty promotes inclusivity for all, its 40 shades of foundation are empowering, celebratory and established the brand as a pioneer within the beauty market. Launched by Rihanna and widely anticipated, the retail concept had to live up to expectation and leave a lasting impression.
Hone in on the messages of inclusivity and empowerment. We worked to ensure Fenty's forward-thinking approach to beauty was celebrated through the retail experience in every Harvey Nichols department store, with Rihanna's voice reflected throughout the space.
“If you want to make your consumer feel something, you have to know how to translate a brand into a physical space.”
The Fenty aesthetic is fresh, edgy and urban with an air of femininity, so the environment amplifies those design codes. Untreated concrete and graffiti, offset by cocoa-nude lacquer, acrylic and metalwork, harmonise into a decidedly ambiguous look: raw and industrial, yet sleek and refined at once.
Staggered hexagonal forms manipulate tone and structure to create visual depth, echoing the angular packaging of Fenty's products. Product pillars and consultation tables carry the look through, with products embedded and displayed within the concrete.
Rolled out across every UK Harvey Nichols for a September launch.