Fenty Beauty
Retail

DIVERSITY DRIVEN, FENTY BEAUTY WAS LAUNCHED BY MUCH CELEBRATED MUSICIAN RIHANNA TO ENSURE THERE IS A FOUNDATION FOR ALL.

Sheridan&Co worked with the brands’ owner, Kendo, to design and deliver the retail identity of Rihanna’s inclusive beauty brand – Fenty – across all UK Harvey Nichols stores.

Follow our journey See the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH."

Michael Sheridan - Chairman and Founder

Discovery

Innovative and forward thinking, Fenty promotes inclusivity for all. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting impression.

Direction

"Hone in on the messages of inclusivity and empowerment."

Sherdian & Co worked to ensure that the forward thinking and inclusive approach to beauty was celebrated through the retail experience in all Harvey Nichols department stores.

As Rihanna is at the heart of the brand, it was key to ensure her voice is reflected without the space.

Design

“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND INTO A PHYSICAL SPACE.”

Michael Sheridan - Chairman and Founder

Retail Design

The Fenty brand aesthetic is fresh, edgy and urban but with an air of femininity, and so the retail environment needed to reflect and amplify these design codes. Untreated concrete with graffiti offset by cocoa nude lacquer, acrylic and metal work harmonises to create a decidedly ambiguous look – raw and industrial yet sleek and refined at once.

Creative concepts

Concept 1

Concept 2

Concept 3

Concept refinement

The final concept

Concept Management

The store identity for Fenty was managed across all Harvey Nichols UK locations for its September 2017 launch.

Test

London

Edinburgh

Fenty Beauty inside Harvey Nichols in Dublin

Bristol

Liverpool

Leeds

Birmingham

Dublin

Deliver

“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”

MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER

Manufacture

The space includes staggered hexagonal designs. Through manipulation of tone and structure, this creates a visual depth to the space whilst echoing the angular packaging design of some of the Fenty products. Product pillars and consultation tables follow through with this look featuring products embedded and displayed within the concrete.