Sephora

Making Sephora stores the go-to destination for holiday gifting and beauty

For the holiday season, Park was tasked with designing and building 8 high-end retail pop-up shops as well as 90 window display environments for all Sephora stores across Canada.

The challenge? We had two big ones. First, we needed a solution that could convert premium pop-up spaces to temporary window displays. And second, every store is a snowflake - unique in terms of its layout, its fixtures, and its environmental specifications.

Our team developed a concept, strategy, and giant gift box design that could be adapted across all Sephora retail locations, scaled to each footprint, and allowed flexibility for product merchandising, messaging, and promotional signage (ie. Black Friday, Holiday, Gift Guide, Boxing Day, etc.).

The concept revolved around the theme of "broken pieces". An idea that, when people and things are brought together again, they can create something even more beautiful than before - which was a timely theme given it was launched right after the pandemic ended. Based on that, we designed something that was strong enough to stand on its own (i.e. broken apart) but looked even better and more impactful when paired together.

We used Kintsugi art patterns on the column and floor, a Japanese art form that involves putting broken pottery pieces back together with gold - reinforcing our concepts, creating a more playful environment and amplifying the holiday campaign colour palette.

The result? The shelves were hard to keep stocked! Shoppers flocked to Sephora stores over the holidays. With long lines to enter the popular pop-up areas and the sales of gift guide items going through the roof, Sephora clearly was the go-to destination for beauty products.

If you celebrate, Happy Holidays!