THE SUCCESS STORY OF BIOEFFECT ICELAND BEAUTY
EUROPE RETAIL TOUR
The beauty sector is a reflection of our society, which is increasingly concerned about its carbon footprint and eager to consume more responsibly. More and more brands are developing a range of sustainable products based on natural ingredients that are good for the skin and the planet. It is according to this leitmotiv that the Icelandic brand BIOEFFECT, specialized in biotechnology, built its first flagship in Reykjavik at the beginning of 2020.
A REFINED RETAIL DESIGN
Through a retail design that is both sober and brilliant, conceived by the BASALT agency, BASALT wanted to retranscribe the purity of the composition of its products.
NATURE AS A GUIDING THREAD
The touches of green colour in the form of stretched threads covering certain walls and furniture and the greening of the space are a nod to its basic ingredient: barley, produced in greenhouses 50 km south of the city.
A SMOOTH CUSTOMER JOURNEY
The shop is triangular in shape to facilitate the flow of customers. The central counter allows to promote exchanges with the staff by being informed about the products, testing them or receiving personalized advice.
EFFECTIVE MERCHANDISING
The majority of the merchandising was fixed in height, on the windows, in order to gain clarity and a feeling of lightness as the interior and exterior were one. Even the lighting has been designed so that the customer feels a sense of well-being in the entrance of the store.
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