Experiential playground format for Forever 21 beauty brand Riley Rose

12th February 2018

Fashion retailer Forever 21 has launched a new beauty boutique chain called Riley Rose, with eight stores opening across the US, offering a lifestyle mix of beauty essentials, interiors products and accessories.

The first stores are in the Glendale Galleria shopping centre in Los Angeles and The Shops at La Cantera in San Antonio, with a further six locations to follow.

The store experience has been designed by FutureBrand UXUS, which has sought to create a unique and playful environment. The brand is intended as a one-stop-shop provider, where can discover, explore and play with products.

A playful fascia seeks to entice customers inside, where they will find a ‘walk-through experience’ that includes a selfie pop-up station, a beauty island, and a vanity area.

Interiors are interactive spaces, with product trial opportunities, shareable moments, pop-ups and expert staff all aimed at creating a warm, contemporary and lively feel with an emphasis on bringing the social media experience to a physical location.

Riley Rose will be collaborating with social media influencers throughout the year, on in-store creative initiatives.

The store employs a layered zoning strategy developed to encourage exploration, and to enhance the ‘playground’ feel of the store. The zoning breaks up the large interior volumes into more digestible areas.

Colours and materials have been chosen to appeal to female millennial shoppers, with soft marbles, rose gold metals and pink tiles, with contrasting grey concrete floors and perforated steel accents.

A further eight store openings are planned during 2018