The New Sephora Invites Shoppers to Stay-A-While

SAMANTHA SEVEM DESIGN

                                                                      Concept Philosophy
       The New Sephora Invites Shoppers to Stay-A-While
      This Sephora retail outlet is located within a mall setting and centers around a
few main concepts. First, secondary spaces, areas that usually produce a lower
volume of sales, will be highlighted and made more accessible so as to prevent
shoppers from bypassing them altogether. This will be accomplished by utilizing the
vertical space with floor to ceiling built in wall units. Implementing this feature will
allow space for unconfined circulation paths, maintain an airy boutique-like feel, and
unassumingly lead customers towards the secondary spaces. In addition, televisions
will be incorporated into the secondary wall units displaying attractive and informative
moving visuals.

      Second, existing Sephora outlets seem to be overly modern, catering only to the
younger, trendier crowds. At the same time, the harsh architectural lines and use of
colder materials are somewhat clinical and agitating, possibly lending to the hurried
approach of many Sephora shoppers. In response to these concerns, this Sephora
outlet will exude a welcoming, intimate ambience through the use of furniture-like
fixtures, upholstered seating, and plush, draping textiles. Fixtures will be architectural
in form, yet employ classic elements through the use of curved lines and ornate
details. In addition, by adding warmth and classic elements to a modern and
architectural backdrop, this retail outlet will attract women of all types and ages. The
intimacy of the space will soften some of the more modern architectural elements,
welcoming shoppers to linger and leisurely browse the products.

      Finally, the overall brand strategy will remain true to the traditional Sephora
brand. Though still recognizable to previous Sephora customers, the flame logo and
Sephora stripes will take on a fresh approach, unveiling themselves in novel, unfamil-
iar design concepts. The enhanced shop-ability of the space will lend itself to that for
which Sephora is known best—the ability for customers to explore the products in a
more personal way by trying them on. Shoppers will not just enter the space, but be
invited in, and most importantly, enticed to stay-a-while.

SAMANTHA SEVEM DESIGN

                               Chic         Design Process & Inspiration

  Feminine
                                      Classic

Intimate
                     Sophisticated

SAMANTHA SEVEM DESIGN

            Elevation View

                                                                   Storefront

The storefront exterior features custom designed valances graced with the Sephora
stripe, pressed glass panels with white, inlaid acrylic flowers, chrome trim around
the doorway and display windows, unique window display graphics enhanced with
spotlights, and door handles in the shape of the Sephora flame. The chrome Sephora
signage above the doorway is affixed to a large, curvilinear acylic overhang.

SAMANTHA SEVEM DESIGN

                        Fixture Plan

SAMANTHA SEVEM DESIGN

                                                                     Skin Care & Hair

One of two main wall units, Skin Care & Hair includes a built-in fixture that resembles a
bedroom dresser. The entire unit is made of white, high-gloss acrylic, and all of the
interior horizontal and vertical shelving units are adjustable. The mirror at the dresser
portion is embellished by a curved, chrome frame, which mimics the curved, chrome
drawer handle below. The fabric valance above the dresser unit is custom made using the
Sephora stripe, as is the upholstery for the custom made loveseat, located on the far right.
Behind the loveseat is a floor to ceiling wall mirror, which reflects the vibrant colors of
the custom wallpaper located at the cash wrap.

SAMANTHA SEVEM DESIGN

                              Elevation View
                                                                          Cash Wrap

The Cash Wrap area is situated between the Gifts & Accessories wall unit and the Beauty
Studio. A large graphic behind the counter is highlighted by the cove lighting within the
raised ceiling overhead. In addition, a custom chandelier adds a sculptural element to the
area. The flat screen located on the wall to the right of the cash wrap provides an interactive
area where customers are able get online and customize their look, or receive information
about specific products that might benefit them based on their skin type.

SAMANTHA SEVEM DESIGN

                                                                           Beauty Studio

Elevation
View

 The Beauty Studio is located in the center of the store. Aesthetically, it serves as a sculptural
 element within the space, though it functions as an area for clients to have one on one
 consultations with Sephora make up artists and stylists. There are three beauty stations and
 one station which contains a faucet and vessel bowl for the stylists to wash their hands and
 clean their tools between customers. The actual units are made of chrome and acrylic, and
 span in height from floor to ceiling. Similar to the Cash Wrap, the ceiling overhead is raised
 and contains a light cove. Not only does this draw the eye upward, but it enhances the
 verticality of the space and the architectural forms that make up the Beauty Studio. White,
 high-gloss acrylic vanities have the appearance of floating within the chrome and acrylic
 forms. Ornate chandeliers overhead complete the space.

SAMANTHA SEVEM DESIGN

                                                                   Overall Store Perspective

This is an overall perspective from the front of the store looking back towards the cash
wrap. The view clearly shows that the main circulation path is circular, as it follows the
lines of the curved wall fixtures that trace the entire perimeter of the store. Though they
are floor to ceiling, the acrylic components within the beauty studio allow the eye to move
freely through the space, making it appear larger and brighter. The free standing make up
fixtures in the forefront are custom made from high-gloss, white acrylic as well as
chrome, to match the wall fixtures.

SAMANTHA SEVEM DESIGN

                                                                     Fragrances & Make Up

The second of the main wall units, Fragrances and Make Up also includes a built-in fix-
ture that resembles a bedroom dresser. Like Skin Care and Hair, the entire unit is made of
white, high-gloss acrylic, and all of the interior horizontal and vertical shelving units are
adjustable. The mirror at the dresser portion is embellished by a curved, chrome frame,
which mimics the curved, chrome drawer handles below. The fabric valance above the
dresser unit is custom made using the Sephora stripe. The Make Up portion contains a
strip of chrome trim above a back-lit graphic of a diagram outlining the different lipstick
shades that are available in the cubbies below.

SAMANTHA SEVEM DESIGN

                        Reflected Ceiling Plan

SAMANTHA SEVEM DESIGN

                                              Floor: Stone
                                              Source,
                                                                  Finishes, Fixtures & Signage
                                              Alabastro
                                              Marble

Beauty Studio: Kartell
Acrylic Ghost Chair
Custom Made in
Counter Height
                              Raised Chrome Signage, Font:
                                                                 Cash Wrap: Caboche
                              CommercialScriptBT
                                                                 Chandelier from Foscarini,
                                                                  made of glass and chrome

                                                   Custom
                                                   Loveseat
                                                   Upholstered
                                                   in Sephora

Armstrong Circles Ceiling
Tiles, White Painted Tin                                                           Make Up:
                                                 Cash                              WAC Quick
       Beauty Studio: KARE                       Wrap:                             Connect
       Hanging Acrylic Lamp                      Custom                            Track Fixture
       in Phantom Black                          Wallpaper