REDEFINED BEAUTY, FOUNTAIN GATE VIC

Redefined Beauty, a new beauty retail brand, entrusted Studio Gray-Scale to bring its vision to life.  

We directed the project with a holistic approach, which encompassed working closely with the graphic designer on the visual branding. The design objective was to ‘set the stage’ to express the ethos of Redefined Beauty – that “…whatever your idea of beauty may be, Redefined Beauty is here to achieve “your” beauty”.

As you approach the store, the expansive glazing in classic white frames evokes a sense of ‘old world’ charm and elegance, inviting you to enter. Looking up, the illuminated signage against fluted glass beckons. Subtle lines of text on the glass inform one of the services Redefined Beauty provides.

Stepping into the store, you are immediately transported into a tonal & textural space. A space that is embraced by its “squrved” forms. On the left, taking inspiration from the blush salon chairs, bands of nude tones wrap the vertical planes of the space like a delectable gift. This tonal play is anchored by a terrazzo tiled floor and contrasted with white ceilings.

On the right, one is drawn to the “squrved” reception counter encased in scalloped panels, contrasting with timber dowels that link the mirrored forms of the base and the bulkhead. The curves continue through brass-edged mirrors and brass light fittings, a fitting touch of classic glamour.

The branding completes our client’s vision with colours inspired by the salon chairs, dusky pink powder coat and blush tiles selected.

We delivered a project which successfully presents a cohesive brand and store experience of authenticity and a sense of “your” beauty.