Perfumania Flagship Store Design
Stamford, Connecticut
Tasked with revitalizing Perfumania’s retail experience from an abundance mindset to a curated mindset the team and I formulated the concept of “fragrance library” to guide the design process. The work involved an immersive multi-week process of market analysis, stakeholder interviews, and cultural insights to shape the new design strategy. Using our findings we informed the physical design which included an open merchandising strategy prioritizing discovery and curation. To support customer discover I managed the development of in-store scent finder application that recommended Perfumania products based on a series of selected preferences.
* Work completed as part of OSK New York
Retail Strategy & Concept
The conceptual phase of the Perfumania flagship store design project initiated with an immersive market analysis aimed at understanding current retail trends and consumer preferences within the fragrance industry. This foundational research was instrumental in identifying opportunities for differentiation and tailoring the store’s design to appeal to target demographics. Stakeholder interviews further enriched this phase, offering valuable insights into the brand’s ethos and vision for its physical retail spaces for those that worked and frequented the stores.
Design Implementation
Moving to implementation demanded meticulous attention to detail navigating the complexities of material selection, shelving configurations, and lighting designs to enhance product visibility and atmospheric aesthetics. Additionally my project management skills were put to the test as we aimed to bring the ‘fragrance library’ vision to life through the development of the in store Scent Finder application. The introduction of an open merchandising strategy enabled us to transform the shopping experience into a journey of fragrance discovery and education, effectively positioning Perfumania as an innovative leader in the retail space.
The culmination of this project marked a significant milestone for Perfumania, heralding a new era in its retail strategy. The flagship store’s transformation into a ‘fragrance library’ not only elevated the brand’s image but also significantly enhanced customer engagement and satisfaction. Post-launch analyses revealed an increase in foot traffic and an uplift in sales, affirming the effectiveness of the open merchandising strategy and experiential design approach. Reflecting on this project, it stands as a testament to how strategic design and thoughtful execution can revolutionize the retail experience, creating spaces that resonate with consumers and drive brand loyalty.
