Tunnel vision: Paris store shows a personal face

Heliocosm, designed by French practice FREAKS freearchitects, features a sharp, geometric wooden tunnel leading into two serene mint green rooms. Inside the tunnel, customers can make their own make-up based on advice from professional tutors using natural ingredients.

‘There are multiple advantages to making your own cosmetics,’ explains Aurore Delauney of Heliocosm. ‘You control what you put on your face so you can avoid chemicals. You learn about plants and how they can benefit the skin, and you make real cosmetics because you add active ingredients.’

Increasingly, retailers are recognising the value of theatricality and personalisation in store design. For more information, read our macro trend on The Tomorrow Store.