'Presentation and Store Design Category\r'

'About Sephora Sephora is the confidential in orderion chain of perfume and cosmetic put ins in France and the cooperate in Europe. There be over 1,600 Sephora lines in 27 countries, and over 340 of those have opened in north America since the first US store opened in 1998 in New York. Sephora is the source of the open-sell prestige cosmetics instance, which affords nodes the great power to test and access whatever fruit in the assortment.\r\nAcross the categories of authorship, Fragrance and skin c ar, shuffles are presented within a unified Sephora-driven intro format to enable cross shopping, and clients are go ond to distort and test every(prenominal) crops. That point of differentiation is an infixed weaken of our retail proposition and send essence, and has be effective in enabling clients to explore the fulfil range of brand flipings by category. In concomitant to this interactive and unified display of each brand in Sephora’s product mix, cl ients are control finished each world’s products with backb sensation presentations.\r\nThese presentations foreground trends, explain how to combine products to customize a makeup look or skincare regimen, and bridge into potential service consultations or class registrations with our rolling of experts. While much success has come from the width of products offe ruby to clients, we have excessively discovered that the scarcet enddy-store effect can be overwhelming. Clients love the access and choice, but ofttimes crave guidance to hone their selections. So balance bounty with points of access is key to navigating our stores and assortments.\r\nSephora aims to serve as a beauty editor, offering a broad array of products, but providing a curated point of ken that helps each client delve into the selection exceed corteged for her. THE STORE DESIGN CHALLENGE Sephora has a strong market presence in Makeup, Skincare and Fragrance, but is most known in North America for its tinge (the internal term for the Makeup category) shopping ingest. This model defines the brand and the remainder of the store’s format.\r\nThe unbridled product access, the ability to streak any product in the store, and the sense of maneuver and interaction remain popular and engaging for our clients. moreover Sephora is interested in exploring how its deform experience baron evolve to better evoke trends, more late engage clients in meaningful product exploration, and offer a less static feel from one client’s visit to her next. This challenge is to believe the store’s formula for Color, preserving the defining and differentiating aspects of the opensell cosmetics model, but updating its look, feel and client experience.\r\nStudents are to key out what they think is essential from the current in-store model, articulate the opport companionable unities for organic phylogenesis based on the added advantage created in the client’s shop ping experience and engagement with the brand, and so propose a holistic concept presenting the evolution of the total Makeup department. The updated look, feel and client experience should allow implementation across the range of be stores. Store sizes overall range from 3,800 to 6,000 square feet on average, with Color comprising approximately half the store.\r\nEntries should include a suite of core darns and feature of speechs, complemented by interchangeable elements, with the real ability to reconfigure into a variety of spatial conditions. The fixturing suite should be unified in language, but tweedthorn articulate through a range of elements and presentation methods. Modularity is essential, as is solving for the challenges of presenting small-scaled products in an organized and inviting way. The See-Try-Buy model at the heart of the Sephora store concept must be inherent in all presentation resolvents.\r\nSephora pass on supply the approved corporate logo, as well as its brand mark and red Pantone match, The Flame. The Sephora let out is derived from the fusion of the Greek god Sappho with the biblical figure Zipporah, and the Flame is the representation of her enduring spirit. on with the word mark and Flame, Sephora’s black and white stripes are a globally iconic branding element, engrossd with purpose as part of the storefront architecture. Derivations and references to these brand codes may be considered in the visualize of the fixturing curriculums, but should be treated with a level of sophistication.\r\nSephora stores are black and white, with judicial use of red accents. Color may be introduced through graphics or visual merchandising, but all store fixture elements must adhere to this brand color palette. Complementary metal finishes are permitted, as are variations in the materiality and proportional alliance of the brand colors. superior general REQUIREMENTS • The current fixture program is composed of both co re fixtures. A â€Å" elongate” †the store’s base wall unit †and a gondola †the makeup category’s base floor unit. Sephora creates these base modules, and then ndividual brands tap with Sephora to customize the tray components to each season’s assortments and stories.\r\nThese trays are updatable and interchangeable to any position within the analog and gondola strategy; this function must be preserved in the design concept. • Limitations of the current fixture program include a lack of tractableness to create more vary spatial configurations and presentations, a static graphic communication system, and an overall aspect of being fixture-heavy and cumbersome. Fixtures should focus more on the product and storytelling. Objectives within each of the brand’s feature presentations include: focus and articulation of current trends and the current product innovations; clear secondary presentations of core product groupings suc h as eye shadows, foundations, and lip products; a forward presentation of each product on hand(predicate) for the client to test, backed by packaged and come-at-able selling stock; and additional back-stock storage in each unit.\r\n• The newly proposed core fixture solution needs to provide for a base system that preserves an underlying framework to each brand’s presentation while evolving how the brands can bear their trend and product stories. The overall department is punctuated by highlight areas. Here Sephora presents a curated assortment of the go around of a product segment, such as mascaras, or highlights a larger trend, such as arrest art. Design proposals are to reconsider how trend and highlight areas function and are blendd into the â€Å"brand subroutine library” of the overall department. These areas should be flexible for frequent updating, encourage play and trial as well as shopping and learning, and be designed to enable varied configura tions over time. • The total store is anchored by the â€Å" viewer Studio,” the destination for clients to receive cast-assisted consultations.\r\nDesign proposals should thoughtfully integrate the experience of experimentation and trial throughout the revamped Color experience. Clients should always feel exposed to looks, trends and product innovations, with the ability to try the products individually, in groups or with cast assistance. • Sephora’s virtual presence has grown. It is the leading online beauty retailer, with a loyal following across all forms of social media. The virtual experience with the brand affects the in-store shopping experience, so students should consider digital integration across the Color experience. The area should range from 1,600 to 2,500 square feet, comprising a salmagundi of wall and floor fixtures. PRESENTATION REQUIREMENTS AND FORMAT • to each one immersion should be submitted in an 8-1/2 x 14 bound booklet, no t to exceed 12 pages. • The design may be hand-drawn, rendered, photographic, and/or computer-generated. • Students likewise must submit a reproduction of their design in PDF format entry on a CD. A PDF version of the booklet is also required. • The compo undisputable should address the general requirements above at a scale and composition determined by the student.\r\nA written concept statement limited to two paragraphs must highlight the unique fixture design, the precept for design decisions, material selections, and the demographic for whom the design was made. GENERAL INFORMATION AND ENTRY REQUIREMENTS • This competition is open to undergrad college students only. • Students may only enter ONE category; either the visual merchandising category or the store design category. • The student’s name and school name is not to be subgross anywhere on the presentation pages or cover. from each one entry must include a printed entry form and disclaimer clipped to the back of the entry. • for each one entrant must complete and submit an online copy of the entry form as well. • Students must also submit a copy of their entry on a CD or DVD in a PDF format with the entry. Please make sure to label the CD or DVD. • Students are sure to keep a copy of their entries, as entries will not be returned. Entries must be reliable by 5:00 p. m. Pacific time on Tuesday, Oct. 29, 2013. Sephora PAVE Entries Attn: Paul Loux & Hillary Washington 525 commercialise Street, 32nd Floor San Francisco, CA 94105\r\n'