Morphe is the makeup brand of choice for the Instagram generation, growing a clamorous fan base of five million in three years. Having created impactful new branding for Morphe, we went on to design a retail identity to bring the brand to life in a physical, immersive way.
“We are insatiably curious and never stop asking questions. We take a strategic approach.”
Participation and experience are burgeoning, especially in beauty. We explored engaging, playful stores that provide something different for the consumer, something they can't get online.
We are fierce, unapologetic and free, so go on, blend the rules. What the shopper comes into the store for had to be an experience Instagram can't offer, so we layered touchpoints of interaction throughout to make it as fun and engaging as possible.
“If you want to make your consumer feel something, you have to know how to translate a brand into a physical space.”
The Morphe store is a makeup-lover's playground, giving everyone access to the best yet most affordable artistry tools. Matte black, soft gold and marble finishes create a dramatic backdrop for the iconic palettes and brushes, with mobile consultation stations, a professionally lit selfie wall and bespoke bays for their influencers.
Fresh merchandising, new products and in-store events demanded a flexible store design. Modular, easily-adaptable, cost-effective and durable features were engineered into every unit while still conveying Morphe's chic-luxe. The first store went from concept to open doors in six months, with four more across California immediately following.
Concept to open doors in six months, then four more across California.