Credit: Design FITCH, Role: Design Director
Making its maiden voyage into mainland China market, one of the world’s biggest emerging middle class markets, the intimate apparel giant Victoria’s Secret focuses in on its fragrances and beauty products at its first Victoria’s Secret Beauty stores. The range of product consists of fragrances, body care, hair care, lip and nail and fashion accessories.
The design team was asked to envision holiday pop-up stores for the brand. The smaller of the two was a 30’x30’ store interior venue and the larger a 50’x50 ft. plaza concept. The goal was to create a shopping experience representative of the Victoria's Secret lifestyle: sophisticated, sexy, modern, feminine and loaded with attitude.
The smaller concept allows maximum entry points and is defined by large planes that create overhead ceilings, brand and video walls, product backdrops and photo-op opportunities. The design is a bold gesture in black and pink stripe that is meant to stand out in a dramatic fashion.
The form language used for the larger concept was designed to emulate a series of gift boxes of varying sizes. Used as the main axis from each entry, a red carpet highlights tubular up lit displays punctuated by repeating elongated VS mirrored chandeliers. On either side of the main aisle, beauty and accessories products are merchandised on delicate tables and video screens highlight the VS fashion shows. Vicky’s Boudoir is designed with pink velvet lounge and Angel wings for photo-op opportunities.
Simple evergreen boughs with pink VS gift boxes and red velvet bows keep the holiday décor elegant.