Guerlain
Guided by Dr. Christian Boucharenc and Hunn Wai of Lanzavecchia+Wai
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In collaboration with Guerlain Asia Pacific, Marina Oechsner de Coninck
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Project designed with Felicia Koh.
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2017
Objective
2018 will be Guerlain's 190 years anniversary: 1828 - 2018. The objective of this project is to design innovative retail formats to celebrate the French perfumer, its patrimony, passion for beauty, and its iconic franchises: Abeille Royale, Rouge G, Aqua Allegoria and the Bee Bottle.
The event is to be adapted to 2 retail environments: Domestic retail at Metro Paragon , and Travel Retail at Changi Airport. The project also involves conceptualizing a vending machine to dispense personalized Rouge G lipsticks as part of Guerlain's product distribution strategy.
Concept: Revelation
Inspired by the act of unravelling a gift box, we sought to recreate this experience of curiosity that leads to discovery within our space. The aim was to make perceptiple the notion of depth, space, The space is carefully segmented by function. It consists of a fusion of large imposing walls, pathways, open spaces, discreet alcoves, and thin, light fixtures.
Design Influences: Tadao Ando, Yves Saint Laurent Concept Store, TeamLab, Jeppe Hein, Wes Anderson, Giacometti, Carlo Scarpa
Upon entering Metro Paragon, visitors are greeted with a large wall chronicling Guerlain's major Creators and Creations along the path of its iconic Bee. Each creation adorning this feature wall is well lit and accompanied by a brief description to educate visitors on Guerlain's enduring history.
Flanked by a wall emblazoned with a glittering bee symbol, a pathway invites the visitor on a journey to uncover the space.
The pathway leads to a geometric-bounded scenographic set - welcoming visitors to pose within for a portrait to commemorate their experience.
On the right wall, a display niche stages an array of skincare solutions from the Abeille Royale collection.
The left side of the retail space. The layers of walls that interplay to enclose and segment the space is juxtaposed against delicate fixtures with thin, metal legs.
Kaleidoscope-esque photobooth with an array of Rouge G lipsticks atop vibrant pedestals. The infinity mirror is symbolic of Guerlain's belief in the transmission of savoir-faire and heritage, in addition to strategically giving depth and illumination to the space.
Behind the photobooth is a private space reserved for the Aqua Allegoria experience chamber - for customers to immerse themselves in the collection of fresh fragrances. Aqua Allegoria perfume flacons sit atop lit, transparent displays and within a backdrop of paper flowers in coloured clusters according to the different families - Citrus, Green Aromatic, Floral Citrus, Fruity Citrus.​​​​​
The back of the retail space is devoted to the revolutionary Rouge G franchise. A long, slender Lip Bar on the left relates with the geometric and mysterious Rouge G enclosure on the right.
The extensive Rouge G Lip Bar presents every formula of lipstick available together with the new range of cases, allowing visitors the freedom to choose, swatch, mix-and-match.
The back of the retail space is an important entrypoint for visitors from within Metro Paragon. Thus, the displays have been strategically staggered to allow visitors to see each franchise - Rouge G, Bee Bottle, and Aqua Allegoria at a glance.
Close to the cashier is a reinterpretation of a mutoscope for the purpose of Rouge G brand activation. The viewing hood allows only one visitor to operate the device at a time. Both reels in the viewing port can be controlled using the rotary knobs at each side of the device - mixing and matching desired lip stick case and lip stick pigments. ​
The right side of the retail space showcases a high-definition close-up of a shimmering, rotating, handcrafted Bee Bottle made from Baccarat Crystal. A face bar is situated along the outer perimeter of the space to attract passers-by, while a cosy, private make-up consultation counter sits in an alcove behind.