The store was filled with products, but after just two minutes of browsing, I felt bored and couldn't remember the unique features of this skincare store at all? For beauty retail, "first glance appeal" has never relied on piling up products, but rather on telling the brand story well through spatial design, allowing the products to shine in the right Settings. The store was filled with products, but after just two minutes of browsing, I felt bored and couldn't remember the unique features of this store at all? For beauty retail, "first glance appeal" has never relied on piling up products, but rather on telling the brand story well through spatial design, allowing the products to shine in the right Settings.
Overall space
The main color tone of the entire space is light gray micro-cement walls and off-white floors, paired with deep emerald display cabinets. The two colors create a soft yet impactful color contrast The light grey texture brings a natural and simple feel, while the dark green precisely echoes the skincare brand's concept of natural ingredients. At the same time, the highly saturated green captures the visual focus, making the white skincare bottle the most eye-catching presence in the space, completely unovershadowed by the cabinet.
- The pebble landscaping around the entrance and the central island, combined with the embedded light strips, makes the ground look like a natural stream, gently enveloping the exhibition area.
- The ubiquitous cactus landscaping neutralizes the softness of the space with a wild sense of nature, conveying the brand core of "naturalness, purity and vitality".
- The circular suspended light strips on the ceiling are not only the core of the space's lighting but also echo the design of the central display cabinet with circular elements, making the design language of the entire space highly unified.
In terms of lighting design, the store does not use dazzling main lights but mainly features recessed downlights and accent lighting strips. The circular light strips precisely illuminate the central island counter, and the recessed downlights light up the wall display cabinets. Every bit of light serves the product display, ensuring that the details of the bottle bodies are clearly visible while creating a soft and soothing atmosphere. This allows customers to experience the relaxation of skin care without any sense of oppression from strong light while browsing the store, and immerse themselves in it.
Circular display cabinet
- Form and Structure
This display cabinet adopts a double-layer (partially three-layer) circular structure, with a cactus landscape at the center as the core, and display countertops of different heights extending outward. Unlike the rigidity of traditional flat display cabinets, the uneven countertops allow the bottles of skin care products of different heights and specifications to be perfectly displayed: tall bottles of toner and body lotion are placed on the upper layer, while small-capacity essences and eye creams are placed on the lower layer. There will be no situation where the products are blocked, and every product can be clearly seen by customers.
In terms of material, the display cabinet adopts a matte finish of deep emerald green, which forms a strong visual contrast with the light gray micro-cement on the wall, making the display cabinet "stand out" from the space and become the first visual focus for customers entering the store. Meanwhile, the matte texture is high-end and not ostentatious, not stealing the spotlight from the product. Instead, it can set off the cleanliness and sophistication of the white bottle, making the product the true star.
- Circulation and experience
The traditional straight-line display cabinets can only be viewed from one side. Customers have to walk in one direction, which easily leads to a sense of fatigue as if they have reached the end. The greatest advantage of the circular display cabinet in this skincare store is its 360° unobstructed display effect. Customers can approach the display cabinet from any Angle, stroll slowly around the island counter, and see different products on each side. There are no restrictions on the movement route at all.
Meanwhile, the circular shape naturally guides the customers' movement: when they first see the central island counter upon entering the store, they will instinctively walk around it and naturally browse the entire display area, which greatly increases the product exposure rate and also prolongs the customers' stay time. For retail, the longer the stay time, the higher the probability of conversion. This is the most core commercial value of the circular display cabinet.
- Display design
The display of the circular display cabinets is not randomly piled up but strictly designed in accordance with the logic of skin care: on the upper level of the central island counter, the brand's star products and new best-selling items are placed to immediately catch the customers' attention. On the lower floor, daily care items and refills are displayed, making it convenient for customers to purchase according to their needs.
Meanwhile, the design of the display cabinet forms a perfect echo with the surrounding classified display cabinets The surrounding wall display cabinets are clearly divided by categories (CLEANSER, TONERS, SERUMS, MASKS, moisturizing MOISTURIZER, SUNSCREEN, BODY CARE, HAIR CARE) The Central Island platform is a collection of star products across all categories. Customers can first learn about the brand's core products at the central island counter, and then go to the surrounding classified display cabinets for in-depth selection. The entire process is smooth and natural, fully in line with the customers' logic for skincare selection, and there will be no embarrassment of not being able to find the products.
Many store display cabinets are merely "shelves for products", but AURA's circular display cabinets are fully integrated into the design of the entire space: At the bottom of the display cabinet, pebbles are used for edge landscaping. The embedded light strips emit soft light at night, making the display cabinet seem to "float" in the space, perfectly echoing the surrounding pebble ground and cactus landscaping. The cactus landscaping in the center is not only for decoration but also a visual expression of the brand's "natural skincare" concept. It enables the products to convey a pure and natural brand tone when wrapped in nature.
Store layout
Entrance → Central circular island counter → Classified display cabinets → Self-service filling area → Cash register counter. From the store floor plan, it can be clearly seen that when customers enter the store through the main entrance, the first thing they see is the circular display cabinet in the center, which immediately catches their attention and guides them into the space. After visiting the star products around the central island counter, naturally enter the classified display cabinet areas around and select the products you need according to your skincare routine. After your purchase is completed, you can enter the self-service filling area to experience the brand's refill service. Finally, go to the cashier counter on the inner side of the space to check out. The entire flow is smooth and natural, with no turns at all, fully in line with the shopping habits of customers.
Main exhibition area: The central circular island counter serves as the core of the space, highlighting star products and new items, and plays a role in attracting traffic and showcasing the brand image.
Categorized display area: The arched dark green display cabinets around are clearly divided by category. The walls are marked with clear category names, allowing customers to quickly find the products they need, achieve self-service selection, reduce the pressure of sales assistants, and enhance the shopping experience.
Self-service Refill Station: The second visual focus of the space, featuring a circular cement refill station that echoes the main island counter, complemented by "CHOOSE YOUR BOTTLE!" “FILL YOUR FAVORITE OIL!” The slogan conveys the brand's sustainable environmental protection concept. This area is not only a functional zone but also an expression of the brand's values, attracting high-end customers who pay attention to environmental protection and naturalness. Meanwhile, the circular design echoes the main island counter, making the design language of the space highly unified.
Cash Register and Experience Area: THE AURA brand wall on the inner side of the space, paired with "THE PERFECT ROUTINE!" The skincare steps are displayed. The cashier counter adopts the same dark green base and light gray countertop as the main island counter, with a unified design language. When customers check out, they can clearly see the complete skincare process, guiding them to make a full range of skincare purchases, increasing the average transaction value, and at the same time strengthening the brand's professional image.
Landscape transition area: With cacti, pebbles and curved walls, different functional areas are naturally transitioned without any rigid partitions, making the entire space fluid and transparent. Even when multiple people are shopping at the same time, there will be no sense of congestion.
