We reconfigured the standard beauty approach of across-counter service within John Lewis, creating a framework and brand guidelines, which stay true to the department store’s core values, and gives each of the individual cosmetic brands a distinct voice.

Our concept for the multi-branded retail environment is based on the idea of a Town Square, where all the premium cosmetics brands are positioned like ‘houses’ around a central area.

The new concept has given John Lewis department store an authority in beauty retailing and attracted major international brands.