Fenty Concept StoreLondon, UK
Fenty Beauty London is a concept store designed for the brand’s fearless, inclusive, powerful, and iconic community to gather.
Inspired by the artist Isamu Noguchi’s playscapes, the store is designed as a “landscape of play,” an active ground that encourages fearless engagement, individuality, and confidence across multiple spaces and experiences. Located two blocks from a main shopping street, the project is meant to be discovered. It contains a courtyard used for events and parties, and three interior rooms each containing a different experience based on Fenty’s core brand mission. The first room contains a long serpentine table, a familiar object, for product testing and experimentation. The second room is for education and contains a series of soft couches and a stage underneath a large vaulted ceiling. The third room has a long makeup counter where the Fenty Beauty community can gather together. Each room has a unique material aesthetic inspired by the brand’s products.