The new beauty haul delivers a fresh perspective on how consumers interact with beauty, reflecting the modern desire to shop across multiple brands, products, and price points at the same time. Iconic brands have been incorporated into the store including Chanel, Gucci, Charlotte Tilbury, Christian Dior, Le Labo and Creed.
Flannels Beauty Launches Revolutionising Beauty Shopping
Take a look inside the first Flannels Beauty Hall featured in the new state-of-the-art Flagship Flannels store in Sheffield Meadowhall.
The beauty space has incorporated innovative features including Flannels Beauty Bars, where customers can discover and shop across a ‘menu’ of trends, products and exclusive beauty collaborations whilst sipping a coffee or cocktail.
In addition, the Beauty Haul also featured the World’s first Beauty Changing Rooms concept which has been described as an interactive, digitally connected private space designed to test, trial and play, allowing shoppers to experiment with a variety of diverse products.
Michael Murray, Flannels head of elevation states
“Opening the first of our new flagships in Sheffield boldly marks the new heights we’re reaching as part of our elevation strategy.”
“We’re confident that we are introducing a truly world-class offering to Sheffield, and a beauty concept that disrupts the traditional. Continually ripping up the rule book and looking at retail spaces in a different way, this store will be the go-to luxury destination in the North.”
In addition to the new beauty offering, the 55,000 sq. ft Sheffield store designed by London and Miami-based designers Argent also houses Menswear, Womenswear, Kidswear and Accessories. The store offers a collective fashion edit of new names and advanced labels including Saint Laurent, Off-White, Fear of God and Talentless. The new store also features an all-new 18 Montrose concept space centered on a modern ‘hype edit’, the best of streetwear and exclusive collaborations.
We spoke to one of our Project Managers who oversaw this exciting project. Looking from a design perspective this store brought innovation to the forefront of the design. Innovative key areas were introduced within the Beauty Haul, in the Beauty changing rooms interactive mirrors were installed for instore social channels. Customers are able to take photos and hashtag Flannels, bringing a higher social attraction to the store.
There has also been a mass number of media elements that have been incorporated within the store including 30 digital screens. Individual brands are now able to use the small activation area located on the Ground floor to further promote their products, Christian Louboutin is currently the brand featured in the activation area. This store not only introduced the First Flannels Beauty area but also brought in new lingerie and activewear concepts. This is a prime example of how traditional bricks and mortar stores are bringing in innovation to enhance the overall customer experience.