Address:

128 New St, Birmingham B2 4JH

Light:

Soft blue, purple, red and green hues throughout the different sections with a bright space.

Color:

White walls blank space but using colourful LED’s to make products stand out and draw attention.

Structure/flow:

Boxy and geometric structure on the ground floor to give a symmetrical balance.

Layout:

Flowing symmetrical space with different coloured zones to capture user attention.

Furniture:

fun and geometric but also very inviting and comfortable

Sound:

create an enjoyable and energetic space using background music by rihanna and asap rocky so entrance it exciting.

Aesthetic:

Lively and entertaining space that excites users and makes them feel comfortable and want to explore space (celebrity treatment)

Light:

Bright lighting using warm lighting and natural lighting to brighten the space.

Colour:

White, off-white, cream, beige and light pinks using greenery for a feature and give a clean feel.

Form:

The mezzanine should feel like a total transformation from the ground floor as it will have a rounded structure using curved wall features and rounded furniture to soften the space.

Layout:

The mezzanine will have more of an open feel due to the open centre that looks over the ground floor so i will add ceiling features and a simple flow that circles the space.

Accessories:

The aim of this floor is to feel more relaxed so i will add comforting accessories and soft and inviting furniture.

Sound: as the space is open, looking over the ground floor which has a completely different aesthetic to the mezzanine i plan to add a glass screen, blocking sound from beneath making a quieter and peaceful space.

Aesthetic:

A peaceful, relaxing, space almost like a spa promote Fenty skin.

Light:

A dark, beige brown lighting with LEDs to brighten the space with bright mirrors throughout

Colour:

Pink beige soft colours throughout the space, contrasting to the colourful aesthetic upstairs

Form:

A structured, symmetrical space, but softened with curvy features

Layout:

It will have a symmetrical layout, using stations for different products and one-to-one consultations, like most beauty stores, but a store like presentation on the outdoor walls.

Furniture:

Furniture will be chosen strategically due to the fact their function, and how comfortable they are, is more important than aesthetic.

Sound:

There will be a more chilled atmosphere, so the music should match the vibe, not too loud that it clashes with the ground as there is a less of an echo and uses will be conversing with consultants

Aesthetic:

The feel of the mezzanine should be simple with a use of many mirrors.

This was a good way to see what works and where shadows will be created and to work out scaling as you can add characters.

Savage X Fenty is a lingerie brand, launched by singer and Entrepeneur Rihanna in 2018. Due to her fame the brand quickly gained attention for the commitment to a wide range of sizes thriving from it body positivity, diversity, and high fashion designs.  

Target Audience: 

Savage X Fenty caters to a wide range of customers with different body types, sizes, and ethnicities. I chose this brand as they focus on going beyond the traditional beauty standards and including individuals looking for lingerie that provides for their unique body type or size. 

Brand Image: 

Savage X Fenty is known for its bold design challenging conventional ideas of lingerie featuring a combination of edgy, appealing, and comfortable styles, convenient for any occasion or preference. They also focus on the quality of their products and affordability, offering accessible luxury products to theircustomers. Additionally, the brand collaborates with various influencers, celebrities, and models to help enhance the brand's image and set trends. 

Marketing: 

Savage X Fenty’s marketing approach is based on social media, and influencer partnerships. The brand being active on platforms such as Instagram and TikTok allows their content to spread to a range of potential new customers. The brand’s authenticity and inclusivity in marketing engages users, creating a loyal fan base and has successfully differentiated itself from competitors  

Fenty Beauty 

Fenty beauty is a cosmetics brand that launched 2017, that quickly gained popularity for its inclusive range of makeupproducts and committed to diversity.  

Target audience: 

Fenty Beauty caters to a diverse customer base, including individuals of various skin tones, ethnicities, and genders. The brand’s inclusive approach to beauty resonates with consumers who are regularly underserved by the makeup industry. By offering an extensive range of shades and products designed to suit a wide range of skin tones, celebrating diversity, and empowering to express uniqueness. 

Brand: 

Fenty Beauty is known for its groundbreaking “Fenty face” theory, which focuses on natural makeup that enhances yourfeatures instead of masking them. Fenty Beauty products are also known for their high-quality formulas and innovativepackaging whilst having a trendsetting aesthetic. The brand’commitment to inclusivity translates to it marketing campaigns, that feature models of various ethnicities, ages, and gender identities. By doing this Fenty Beauty has cultivated a strong brand image with empowering beauty products. 

Marketing: 

Fenty Beauty uses a range of marketing strategiesto engage their audience, including social media, influencer partnerships, and events. The brands activity online while using popular platforms such as YouTube and Instagram allows them to broadcast products gaining more attraction and connecting with users on a personal level. Additionally, Fenty Beauty collaborates with influencers and celebrities to help expand popularity and attraction reaching new audiences enhancingtheir credibility within the beauty industry. This way the brand has generated billions of dollars in sales through excitement around their products. 

Fenty Skin 

Launched in 2020 during the lockdown for covid-19 Rihanna’sFenty Skin care brand, a line of the Fenty Beauty empire, was introduced. Keeping the same ethos of inclusivity and innovation, Fenty Skin aims to make skincare simple and guarantees users an easy routine to follow based on skin type while still focusing on sustainability and efficiency. They use minimalist packaging and create formulae that is innovative and healthy as it is designed to decrease unnecessary complexity and is accessible to all. 

The Apple Store Birmingham was moved to one of Birmingham’s most historic and prominent stores in 2016 from previously known for being a six-Storey waterstones store on high street and originally being built as one of the first branches of midlands bank, designed in 1924 by Edwin Lutyens.