QUEER SPACE

For this retail space, I recommend a wider scope of allyship that extends beyond pride month. This can include campaigns that spotlight local queer and neurodivergent folk, to instigate conversations and celebrate this intersectional identity.

The retail store as a minimal space is ideal for reformation, to become an exhibit, a place to host or develop a program of events for L’Oréal and their consumer to connect and develop meaningful allyship and representation.

Without a physical retail space, it is difficult for a brand to interact with the consumer, outside of data mining and online surveys. A place for queer expression is fundamental to bolstering community. L’oreal’s Australian operations are relatively detatched from the brand objectives for inclusivity.

This retail space has potential to reallocate profits to local queer initiatives and realign with the principles of the L’oreal Group. This could include introducing hiring and training procedures, supporting NGO’s like Black Rainbow, Queerspace or Autism Awareness Australia, and opening up avenues for feedback.

The space becomes a place to celebrate the array of queer aesthetics, artistry and identities whilst providing the essentials for a safe retail experience, guided by L’Oréal’s celebration of all things beautiful.