WINDOWS: Beautifully mirrored structures move fluidly though the main windows of Selfridges, curling back on themselves and creating a shining array of light and reflections to mark the launch of Nexxus New York Salon Care at Selfridges. Inspired by the fluidity of movement in beautiful nourished hair, mirrors are interspersed with film footage spanning across three screens, and over-size factices of each hero product is displayed in a clear perspex box framed by bright white neon. A core element of the brands identity, white brick walls inspired by New York’s Tribeca loft-style living set off the display.
IN-STORE: Constructed almost entirely out of mirrored panels, the in-store pop-up supplies constantly changing reflections as you move past it, the structure enhanced by digital screens showcasing the brands moving content, all set in white brick environments with dashes of bright white neon. The in-store experience encourages consumers to undergo an iPad diagnostic to find out their bespoke haircare system, shown alongside the four product ranges in illuminated niches. An interactive mirror allows for a more in-depth consultation with a stylist, giving the consumer an opportunity to try out the ‘Nexxus NY Hair Booth’ where they can capture a moving cinemagraph of their fluid hair in action.