Project Background:
Managed the design development and technical framework for the complete global overhaul of Fresh Cosmetics’ brick-and-mortar retail concept. The project focused on updating key customer touchpoints across all physical channels—including freestanding stores (FSS), department stores (DS), travel retail, and open-sell formats—to align the physical spaces with the brand’s current visual evolution and business goals.
 
Project Goals:
Global Format Adaptation: Create a scalable retail concept that adapts easily across vastly different international formats, from standalone boutiques to open department store counters.
 
Brand Modernization: Update physical design touchpoints to elevate store-level brand equity and satisfy changing international market expectations.
 
Standardized Rollout: Establish clear, repeatable material standards and fixture details that can be deployed internationally without increasing production costs.
 
 
Project Role:
  • Global Concept Development: Led the design evolution from initial ideation to final spatial planning, producing the master 3D renderings and visual representations that defined the new global aesthetic framework.
  • Fixture & Material Kit Development: Curated the comprehensive finish schedules, material palettes, and loose fixture kits required to maintain brand consistency across different global regions.
  • Architectural Detailing & Guidelines: Finalized the construction details and authored the global design manual, establishing the blueprint used by international markets for local implementation.
  • Prototype Mockups & Vendor Management: Managed the fabrication of physical store prototypes, working directly with manufacturing vendors to resolve production issues and coordinate global fixture production.
  • Global Core Scalability: Industrialized the visual framework to ensure the overarching concept adapts seamlessly to different brand typologies and localized retail layouts without losing core identity.

Stage I 

Identifying ways to amplify the Fresh branding codes, redefine and reinforce the user journey and re-positioning of brand, remove design redundancies, expand consultation services, and highlight better our premium products within the stores.

Initial studies and first shop prototype

Redefining the Fresh experience and evolution of the brand through new materiality and fixture kit. We revisit the Fresh manifesto and define the audience. This is reflected in the design pillars and shop codes evolution, material and finishes, fixture and furniture design, architectural details and the journey experience for all of the brick and mortar presentations. Including, free standing stores, department stores, travel retail and open sell. 

Design concept for Free Standing Stores, Department Stores, Island Counters, Travel Retail, and Open Sell.

Proof of concept prototype at Harrods and White Hall

Stage II – Industrialization and streamlining 

Revised architecture, fixturing, materiality and user experience journey. Refining of design codes based on prototypes, remove design inefficiencies and  redundancies. Rollout to all channels (freestanding stores, department stores, travel reatail and open sell). 

NSC executions and results

Roll out across different channels. Increase of sales, global reduction  of 20% over 3 years through global purchasing/distribution, improved lead times and design  efficiency through improved design.