Portland worked with LS travel retail Pacific on the design of its new standalone, multi-brand beauty concept, AMUSE Beauty Studio, which was recently launched at Sydney Airport.
The concept which has been specifically developed for LS travel retail’s airport and travel retail business aims to be seen as the authority on cosmetics.
The new concept is designed for customers who see beauty as personal and seek opportunities to explore the latest beauty trends. The store supports this “exploration” mission in a number of ways. The store features cosmetics and fragrance brands that are amongst the world’s leading fashion and beauty trendsetters. Customers can experience the store’s breadth of products in a stylish setting while taking advantage of the beauty expertise on hand at the multiple cosmetic counters. Studio staff will assist with beauty advice, from express makeovers pre-flight using a selection of well-known brands such as MAC Cosmetics and Benefit, to assistance selecting the perfect present for a loved one upon arrival.
Portland assisted LS travel retail Pacific with developing a recognisable brand identity and strong brand essence whilst creating a unique customer experience. The conception of the studio environment, strengthens the Amuse identity while bringing together the most ‘on trend’ brands and allowing them to express themselves.
Lewis Allen, Director of Environments at Portland comments: “our aim was to create a beauty experience that supports customers to playfully explore the world of beauty. The Amuse design immerses customers in imaginative and interactive beauty stories where they can explore and experiment with looks and styles. The concept of a “studio” is used as the key platform to deliver this exploration experience to customers”.
He continues: “Intense bursts of colour set against dark gloss finishes provide an energetic and dynamic feel while lighting features running through the studio are reminiscent of catwalk fashion shows, emphasising the ‘finger on the pulse’ approach to the world of beauty”.
In addition to Sydney Domestic terminals, there are also plans to open at Melbourne Airport (T4) in August.
