’s first physical store taps into the Art Deco era

28 : 06 : 2017 Beauty : Branding : Design

Roskilde, Denmark – Beauty By integrates technology and opulent materials to create a modern yet timeless aesthetic.

Beauty By, Denmark Beauty By, Denmark
Beauty By, Denmark Beauty By, Denmark
Beauty By, Denmark Beauty By, Denmark
Beauty By , Denmark Beauty By , Denmark

For its first bricks-and-mortar offering, the e-commerce apparel brand has diversified into beauty. With its brass furnishings, glass shelves and velour upholstery, the store is designed to feel comfortable and luxurious, and is inspired by the old-school glamour of the Art Deco era.

The store layout encourages visitors to linger and explore, while a series of shelving units styled after old-fashioned crank-operated filing cabinets add to the sense of discovery. The brand has installed a single, concealed till, which is complemented by sales associates carrying handheld point-of-sale (POS) devices to make the space feel less commercial.

‘The art is to make customers feel like guests in a home where the hosts have spent a lot of effort to make the guests feel comfortable and relaxed from the moment they enter the store,’ says Christian Schreiber, retail director at

The Big Picture

  • Beauty consumers are eager to learn more about the stories behind products through narrative-led in-store experiences. Read our Briefing on beauty retailer Fabled’s phygital flagship store to find out more
  • Brands are replicating elements of the online shopping experience in-store to deliver a streamlined shopping experience and looking to the past for inspiration