SpaceNK: Beauty Playground | StudioXAG

Challenge

As Space NK prepared to open new stores on London’s Oxford Street and Birmingham’s iconic Bullring, they came to us with one of their most ambitious briefs yet.

For the first time, they were dedicating a major part of their retail footprint to their own brand, and they wanted to make it count. The goal was to create a high-impact, own-brand activation that would capture the attention of a Gen Z audience and reflect Space NK’s evolving identity in a space designed to stand out.

Solution

We partnered closely with Space NK to develop and refine their vision of a beauty playground, blending fun, interactivity and discovery with the buzz of TikTok culture and viral beauty trends.

At its heart sits a gamified “viral drop” zone filled with cult product minis, ready to pick and mix into branded Space NK beauty bags. A conveyor belt of fragrance mists sparks curiosity, while a playful drop wheel delivers surprise products in a twist on classic merchandising. Modular displays spotlight lips and eyes, while digital touchpoints enhance shade matching and interactivity.

Designed for maximum visual impact, the Oxford Street experience draws people off the street and into the Space NK universe.

From final renders and technical packs to full in-house production and installation, we delivered a vibrant, semi-permanent setup that brings renewed energy to the brand. Agile, expressive and built for what’s next.