SPATIAL AND SENSORY ORGANISATION

L’Oréal’s client facing retail experience is limited to designated stockists like Priceline and Chemist Warehouse which has been observed to clash with the minimalist aesthetic of the brand.

A dedicated concept store is the opportunity for imagining L’Oréal autonomously in the built form. With no precedent, it is important that each design choice is aligned with the requirements of a queer and neurodivergent facing retail experience.

People with ASD often struggle with executive functioning due to hypersensitivities, so I have decided the spatial arrangement of the store should create points of focus that eliminate peripheral clutter – a strategy that can be applied to both retail and ecom, for omnichannel consistencies.

Secondly, I have arranged the store to reflect the routine of applying make-up, starting with base products and onto eyes and lips. The customer journey becomes intuitive and cyclical to reduce overwhelm by providing ample space for each step.

Generating spatial possibilities

Generating interiority