synthesizing

2013 PAVE Store Design Competit ionSponsored By SEPHORA

The advanced Sephora design is based on the notion of synthesis. Merging the original Sephora concept of see, try, buy with shoppers behavioral preferences provides a grid foundation for the space plan. In this grid system each client has direct access to the products in an individual, group, or one on one approach. Asynthesizer machine combines sounds into frequencies, creating harsh angles, which is the inspiration for architectural elements within the design. The harsh angles give the classic Sephora design an edgy presence that promotes an energetic atmosphere within the space. The updated material selections are used to create a streamline appearance that highlights the products. Through efficient wayfinding, progressive technology, dynamic architectural features, and renovated fixture design, the Sephora brand will engage, educate, and enhance the client experience for women of any age. The remodeled fixture family originated from the simple and mobile intentions for the space. Each fixture is suspended by a cable system to eliminate the cumbersome presentation of products. The cables are secured to a track system above the ceiling and below the floor which mobilizes the fixtures as well as creates traffic patterns for effortless wayfinding. By focusing on client desires at the forefront of the design and staying loyal to Sephoras successful foundation, the synthesis provides a fresh appearance, atmosphere, and adventure into the realm of color.

concept

Project goalsENGAGE: Immerse clients in the Sephora brand1MOBILIZE: Design a space that is flexible and can be reconfigured2

3 SIMPLIFY: Provide a streamline appearance that focuses on the products4 EDUCATE: Inform clients about the products they purchase5 CUSTOMIZE: Implement spaces for various shopper preferences6 NAVIGATE: Deliver effortless wayfinding for customers

Adjacency Diagram

Grid SynthesisProcess

The try zone includes the Beauty Studio where clients can finalize their new look or test products at each gondola fixture.

The buy zone consists of the checkout counter, live streaming social media screen, and featured Sephora products. The fragrance, hair, and skin care products are located in this zone.

The see zone displays areas to better evoke trends, engage clients in makeup exploration, and educate customers based on shopper preferences. Each fixture displays Sephora Favorites or Hot Now products.

Synthesized Space

Birds Eye PlanNot To Scale

N

SEE

ONE ON ONE

GROUP

INDIVIDUAL

NEED-BASED

NOMAD

LONER

TRY

BUY

FIXTURE LAYOUT: NAVIGATE

Fixture Reconfigurations

fixture family

Traffic Patterns

Fixture LayoutScale: 1/16 = 10

N

linear fixture

demonstration area

3d printer

gondola fixture

self-help kiosk

cash wrap

beauty studio

The remodeled fixture family includes the Demonstration Area, 3D Printer Desk, Self-Help Kiosks, Gondola and Linear fixtures, the Beauty Studio, and the Cash Wrap. These areas allow customers to engage in the color experience in a group setting, one on one with a beauty stylist, or individually. A simplistic design is accomplished by suspending all fixtures on a cable system, which eliminates a cumbersome view as shoppers enter the space. The method of chevroning is utilized so customers can see more products as they walk through the aisles. The gondola fixtures are suspended and the cables secure into a track system that glides across the space by way of a rotating disk under the floor and above the ceiling. The gondola fixtures emphasize mobility while the alternative fixture areas are stationary to preserve the original grid system.

Task

Layered Lighting

Lighting Legend

AMBIENT General

Fragrance, Hair, Skin Care

Beauty, Nails

Common 1599

TOTAL

2500

1846

1945

Square Foot Analysis

The lighting design throughout the store is based on layering in order to showcase the products in an effective manner. Natural, Halogen, and incandescent lighting allows clients to accurately engage in product exploration with the most authentic lighting for makeup application. Research shows that natural light is ideal for makeup application so an extended curtain wall is installed to support ample amounts of natural light in the space. Track lighting is utilized to highlight the linear fixtures, Hot Now, and Sephora Favorites, while decorative pendants serve as task lighting at the cash wrap and 3D printer desk. The energetic atmosphere is supported by edgy sconces that serve as ambient lighting along the linear fixtures. Recessed cans and suspended linear fixtures give ample general lighting to the space.

NaturalReflected Ceiling PlanScale: 1/16 = 10

N

LIGHTING DESIGN: ENGAGE

Acrylic

Bar Stool

SeeElevation AScale: 1 = 10-0

The demonstration area is a space designed to educate customers on current trends. In this space, visitors can engage in product and trend exploration in an interactive group setting. Products that are demonstrated include Hot Now products, which are located on black acrylic shelving on the fixture walls. The fixture walls shield the tutorial screen from sunlight glare coming in from the storefront windows. The digital screen within the area displays tutorials on current trends and how those products can be applied to the face. Sephora experts are available to aid customers with trend application at the suspended table top. The demo area is open toward the rest of the store to encourage other shoppers to join in the educational sessions. Bar Stools are a streamline design that provide comfort and color in the space.

DEMO SPACE: EDUCATE

Key PlanNot To Scale

Upholstery

Look Book Concept

Acrylic

Arbor Concept

SeeElevation BScale: 1 = 10-0

3D printers optimize the use of technology in the space. The 3D printer fixture produces Look Books for each client to receive when they enter the store. A Look Book is an acrylic shopping basket designed for convenience to hold beauty purchases. When guests checkout, the Look Book transforms into a take home travel case. The 3D printer is encased in glass so that shoppers can watch the printer make their shopping basket. The black feature wall behind the desk houses the Sephora logo so that it can be seen through the glass storefront windows. The fixture walls are lined with black acrylic shelving that displays Sephora Favorites products. The 3D printer area is located directly inside the entrance to serve as the Look Book acquiring station as well as a directory for guests who need assistance finding specific products.

3D PRINTER: CUSTOMIZE

Key PlanNot To Scale

The individual kiosks allow shoppers to receive information and assistance with their color experience without the need for a sales assistant. The kiosks are located against the Sephora stripes feature wall for individual privacy. At the kiosk, shoppers can take the skin test and the kiosk will provide recommended products best suited for the individual based on skin type, price point, brand, and product type. Clients can utilize face scanning technology and digitally apply the recommended products directly to their face on the screen. Guests can post social media comments about the Sephora experience or products they test and the posts will be displayed on the live streaming social media screen at the cash wrap. The self-help kiosks also allows customers to access their Beauty Insider account to view current rewards, edit shopper profile, or see purchase history.

SELF-HELP KIOSK: EDUCATE

Seating

SeeBeauty Insider Access

Feature Wall Sketches

Elevation CScale: 1 = 10-0

Key PlanNot To Scale

Elevation DScale: 1 = 10-0

The gondola fixtures are suspended on steel cables that are secured into a track system for reconfiguration and mobility. Each fixture has a testing end cap and a product display end cap. The end caps have screens mounted to them that display constant graphics and tutorials about the brands featured product, which is located in the glass case below the screen. At the screen, customers can scan product barcodes to view information about pricing, ingredients, other shade and color options, product reviews, tutorials, and social media access. Labeling for each brand is adjustable to different heights along the cable so shoppers can see every brand name in the space and navigate to them efficiently. The fixtures can be adjusted to each brands products with customizable trays that are produced at the 3D printer counter.

Cable Detail

Gondola Sketches

Steel Cables

TRYGONDOLA FIXTURES: MOBILIZE

Key PlanNot To Scale

At the Beauty Studio, clients can receive one on one assistance with completing their Look Book and color experience with a beauty stylist. The beauty experts can utilize existing Color IQ technology to perfectly match the clients skin tone. The drawers under the counter top are used to store testing supplies for easy access. The Beauty Studio is designed and located to eliminate the transition zone of the store. The transition zone is the area of the store where shoppers transition from being outside of the store to inside of the store. Whatever is in this zone is not remembered or paid attention to. By placing the Beauty Studio at the center of the store, it attracts interest and energy. The space includes resilient flooring which minimizes product breakage and supports the posture and comfort levels of Sephora sales assistants.

BEAUTY STUDIO: ENGAGE

Beauty Studio Sketch

TRYElevation EScale: 1 = 10-0

Vinyl Flooring

Key PlanNot To Scale

The cash wrap is located at the back of the store for customers to conclude their color and Look Book experience. The ceiling detail above the cash wrap adds visual interest to the checkout area and serves as a beacon of wayfinding for shoppers. At the checkout counter, shoppers will receive their Look Book cover to convert their shopping basket into a take home travel caddy. The desk is designed with ample storage space to conceal any paperwork, Look Book covers, or items on hold in order to continue a streamline appearance. The cash wrap includes featured Sephora brand products located in the suspended fixtures for last minute purchases. The live streaming social media screen located behind the cash wrap desk serves as a connection between virtual and physical Sephora where customers can see their social media posts.

CASH WRAP: CUSTOMIZE

Social Media is the natural coming to life of a community that has always been very passionate about beauty

- Julie Bornstein Senior Vice President of digital at Sephora

Acrylic

BUYElevation FScale: 1 = 10-0

Key PlanNot To Scale

The linear fixtures are located along all the walls of the store to display products from every angle. These fixtures display fragrance, skin care, hair, and beauty products. The fixtures are suspended by cables to create a simple appearance of the products. The walls behind the fixtures are painted white and the shelving is also white acrylic to lead shoppers to focus on the products. Each fixture has a graphic display to show beauty trends. These displays are digital so that they can be easily updated. The linear fixtures are recessed back into the wall to create a flush appearance. They are surrounded by black leather coated encasements to attract interest as well as provide sound absorption in the space. The suspended ceilings near the linear fixtures isolate the hair, fragrance, and skin care areas of the store.

LINEAR FIXTURES: SIMPLIFY

Leather

Linear Fixture Sketch

Mirrored Columns

BUYElevation GScale: 1 = 10-0

Key PlanNot To Scale