Many of you may already be familiar with or currently use products from Murad, a skincare brand based on innovative scientific research created by leading visionary physician Dr. Howard Murad. A total body approach to beauty through the creation of his Inclusive Health Movement, aptly labels him “The Father of Internal Skincare”, and acknowledges the critical role internal health and wellness play into achieving beautiful, healthy skin and happier, more fulfilling lives.
With an official Murad Spa already in play in the Greater Los Angeles area, and products being sold in boutiques and other high end spas all over the US and Canada, the Murad dream team decided it was time to create their first official Flagship.
The amount of heart and soul that go into a brand’s first Flagship are incredibly personal from the starting conceptual ideas to the intimate finishing touches. When we first met the Murad team at GlobalShop, they fell in love with our System 1224 as the optimal interpretation of what they had already envisioned housing their product lines, interactive marketing, and merchandise. And so began our wonderfully creative, technical design relationship with Murad which included a mix of our stock offerings paired with multiple innovative custom solutions for their first retail home.
Let’s walk through this technology driven retail experience to give you a first hand account of some of the incredible details involved in applying Murad’s inspirational “Better Every Day” mission to their own environment.
A foundational element in the design of the Flagship involved the “Hero Wall” which houses the brands Hero Products alongside Best Sellers and Treatment focused skincare solutions. System 1224 was the perfect match for their unique vision which is used along the entire wall with a mix of shelving, cabinetry, and graphics in a custom color of Echo Wood. A monitor is enclosed seamlessly within System 1224 allowing a stream of both marketing and clinical information to reach the customer directly improving overall store experience. One of the most unique interactions occurs when a customer removes a product from the cabinet below the monitor cueing information to stream across the screen explaining its features.
Details of System 1224 include custom magnetic graphics on paneling and shelf lips with the ledges being used to house targeted skincare product solutions along with category signage which has been applied directly to the custom wood panels of System 1224.
The angled view of the end of the Hero Wall using System 1224 meets with cut out patterned divider which separates the product and retail space from the testing spa.
Upon entry to the Murad Flagship the customer is immediately introduced to the Skincare Analysis Station, a Silestone topped table composed of 3 docked iPads and hidden printer which feeds individual assessments to the customer guiding their technical retail journey. The front quarter at a glance includes the Hero Wall, interactive custom stations, floor containing custom insignia and script, along with color blocked columns whose paint customization had to mirror identically those found in the individual product lines.
Skincare systems are differentiated by color via packaging and separated with cabinetry that was created using the same shade through custom paint formulation. The punchy color cabinets are home to interactive iPads set at eye level, with acrylic enclosed product pamphlets below, and pockets of open storage hold skincare accessories necessary for allowing the customer to test any product of interest. The table is finished in a Silestone countertop, with legs made of real oak stained to matching cabinetry and reinforced with steel. Products sit atop the table within a lit panel which rotates 360 degrees for easy access and viewing, and the custom designed cord management system appropriately conceals any potential visual noise.
Low profile, bottom lit shelving serves as a key visual detail in the specialized skincare product wall. A second surface print technique is used on the backside of the acrylic which lines wall backs of shelves to protect the texture from wear and instill longevity. The material choice of acrylic also helped to control the amount of light desired paired with custom kelvin lighting. Acrylic risers and signage complete the look.
View of the front half of the Murad Flagship, with the Hero Wall to the right and Color coded product lines sitting opposite, completed with custom branded flooring.
The Express Service area provides a unique demonstration space and interactive spa where the customer can learn how best to use and combine products first hand. Custom rug continues to play on the geometry found throughout the store with punchy saturated ottomans to encourage discussion and review.
Custom wood was carefully matched to the System 1224 paneling around the store, creating clean lines mixed with paint splattered visuals along the focal wall as the cash wrap continues the minimalist feel.
At the 2016 A.R.E. Design Awards in Las Vegas, B+N received top honors for their work on the Murad Flagship in Los Angeles.