synthesizing

2013 PAVE Store Design Competition Sponsored By SEPHORA

concept
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. A synthesizer 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.

Process

Grid Synthesis

Project goals

1 2 3 4 5 6
Adjacency Diagram

ENGAGE: Immerse clients in the Sephora

brand can be reconfigured SIMPLIFY: Provide a streamline appearance that focuses on the products EDUCATE: Inform clients about the products they purchase CUSTOMIZE: Implement spaces for various shopper preferences NAVIGATE: Deliver effortless wayfinding for customers

MOBILIZE: Design a space that is flexible and

Synthesized Space

NOMAD

NEED-

BASED

LONER
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.

BUY TRY
GROUP ONE ON ONE
N

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

INDIVIDU

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.

AL

Birds Eye Plan Not To Scale

SEE

fixture family
linear fixture demonstration area 3d printer gondola fixture self-help kiosk cash wrap beauty studio

FIXTURE LAYOUT: NAVIGATE

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.

Fixture Layout Scale: 1/16 = 10

N
Fixture Reconfigurations

Traffic Patterns

Layered Lighting

LIGHTING DESIGN: ENGAGE

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.

Lighting Legend

Fragrance, Hair, Skin Care 1846

Natural
Reflected Ceiling Plan Scale: 1/16 = 10

Beauty, Nails Common

N

2500 1599 1945

TOTAL
Square Foot Analysis

AMBIENT

Task

General

See
Elevation A Scale: 1 = 10-0

DEMO SPACE: EDUCATE

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.

Key Plan Not To Scale

Bar Stool

Upholstery Acrylic

See
Acrylic Elevation B Scale: 1 = 10-0 Arbor Concept

3D PRINTER: CUSTOMIZE
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.

Key Plan Not To Scale

Look Book Concept

See
Key Plan Not To Scale Elevation C Scale: 1 = 10-0 Beauty Insider Access

SELF-HELP KIOSK: EDUCATE

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.

Feature Wall Sketches

Seating

TRY
Elevation D Scale: 1 = 10-0

GONDOLA FIXTURES: MOBILIZE

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.

Key Plan Not To Scale

Gondola Sketches

Cable Detail

Steel Cables

TRY
Elevation E Scale: 1 = 10-0 Vinyl Flooring

BEAUTY STUDIO: ENGAGE

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.

Key Plan Not To Scale

Beauty Studio Sketch

BUY
Elevation F Scale: 1 = 10-0

CASH WRAP: CUSTOMIZE

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.

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

Key Plan Not To Scale

BUY
Key Plan Not To Scale Elevation G Scale: 1 = 10-0

LINEAR FIXTURES: SIMPLIFY

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 Fixture Sketch

Leather

Mirrored Columns