Crafting a Sanctuary of Beauty: The Trish McEvoy Counter at Selfridges London

Within the iconic halls of Selfridges London, the Trish McEvoy counter stands as a dedicated sanctuary for beauty enthusiasts. When tasked with designing this crucial retail space, the vision was to create an environment that not only showcased the brand's extensive and meticulously curated product line but also embodied Trish McEvoy's philosophy of personalised beauty and effortless application. Our approach at Alter/d focused on creating a space that was both inviting and functional, fostering a seamless and empowering experience for every customer.

Understanding the Trish McEvoy Ethos: Simplicity and Empowerment

Our design process began with a deep immersion into the Trish McEvoy brand ethos. We sought to understand the core principles that guide their approach to beauty:

• Personalised Beauty: The brand emphasises individual needs and empowering customers to create their own unique routines. The design needed to facilitate one-on-one consultations and tailored product recommendations.

• Effortless Application: Trish McEvoy products are designed for ease of use. The counter design needed to reflect this simplicity and accessibility, making the products approachable and inspiring confidence.

• Curated Collections: The brand offers thoughtfully curated collections and tools. The design needed to effectively showcase these sets and guide customers through the Trish McEvoy system.

• Sophistication and Trust: The brand exudes understated sophistication and trustworthiness. The design aimed to create an environment that felt both luxurious and approachable.

Translating Philosophy into Physical Space

With a clear understanding of the Trish McEvoy brand, we translated these principles into a physical design within the dynamic environment of Selfridges:

• Creating Zones for Discovery and Consultation: The counter was designed with distinct zones to cater to different customer needs. This included areas for browsing and discovering products and dedicated spaces for personalised consultations and demonstrations.

• Prioritising Product Accessibility: Fixtures were designed to ensure products were easily accessible and well-organised, allowing customers to explore and interact with the range. Clear categorisation and thoughtful placement were key.

• Integrating the "Power of Makeup" Philosophy: The design incorporated elements that subtly highlighted the transformative power of makeup, encouraging experimentation and self-expression.

• Optimising for Light and Visibility: Strategic lighting was employed to showcase the true colours and textures of the products, creating an inviting and visually appealing display.

Key Design Elements of the Trish McEvoy Counter

The Trish McEvoy counter at Selfridges London incorporates several key design features:

• Clean and Elegant Lines: The overall aesthetic embraces clean lines and a sophisticated colour palette, reflecting the brand's understated elegance.

• Intuitive Product Organisation: Bespoke display units were designed to clearly categorise products, making it easy for customers to navigate and find what they need.

• Dedicated Consultation Areas: Comfortable seating and well-lit mirrors create inviting spaces for personalised consultations and makeup application demonstrations by Trish McEvoy experts.

• Integrated Tester Stations: Accessible and hygienic tester stations allow customers to experience the textures and colours of the products firsthand.

• Harmonious Material Palette: High-quality materials and finishes contribute to a luxurious yet approachable feel, aligning with the brand's premium positioning.

• Strategic Branding: Subtle and sophisticated branding elements reinforce the Trish McEvoy identity without overwhelming the product focus.