DOUGLAS
Retail

With over 1900 stores across Europe in 19 countries, the store presence of Douglas is strong. We were tasked with redesigning their five-floor flagship store in Frankfurt, Germany with the key aim of strengthening the Douglas brand and creating a more involved customer experience. We have positioned the Douglas brand as an expert curator who allows their customers to find both established and emerging brands and products which are right for them.  

Sheridan&Co worked to create a space focused on experiences, not products. The consumer journey is heightened at every moment in order to create the ultimate customer-led experience through curation, participation and newness.

Vitality and energy epitomised by activation and service spaces throughout the five floors signify a retail journey focused primarily on experience and experimentation, not products. Clean lines, accents of polished gold against white lacquer and stone, ivory and marble against plush pink, charcoal and the iconic Douglas-mint hue brings elements of home comforts and luxury to life.

Each zone has been mapped out to ensure that the Douglas visual identity is elegantly echoed. From the top floor destination area with a luxury hair salon, makeup school, nail bar and a lounge bar to activation spaces like the quick treatment lounge which plays host to burgeoning trends in beauty, centred on excitement, experimentation and learning.

Douglas espouses a ‘neo-luxe’ aesthetic, melding classic patterns and contrasting materials – from raw textures to refined, from matt to gloss – as well as pops of colour to draw the eye across soaring architectural statements.