Challenge

We were approached to create a one-of-a-kind, immersive experience for Rihanna’s latest brand, Fenty Hair, launching exclusively at Selfridges’ Corner Shop, the most sought-after retail spot in the country, with over a million passersby every week.

The experience is set on Mane Street, a pastel-hued vision of an iconic all-American town, where style is on every corner and hair codes are rewritten. The rulebook is torn up, empowering people to achieve whatever style they want.

Our challenge was to bring that vision to life in store:

• Introducing Fenty Hair to the UK, connecting consumers to their products
• Raising brand awareness, fuelling social buzz and press
• Driving trial and play moments through a multi-sensory experience
• Highlighting all of the Fenty brands – including Fenty Hair, Fenty Beauty and Fenty Skin

Insight

The Fenty Hair consumers are a highly engaged audience with all hair types and textures. The Corner Shop pop-up needed to appeal to this audience of experimenters, keen to immerse themselves in the brand and feel a part of the community, especially as the brand’s first physical space in the UK – a place they can touch, feel and smell the brand, trying out the product for themselves.

From the moment of arrival at the town centre, our approach took customers on a journey of product discovery, trial and styling, with a multitude of opportunities for interaction mapped along the way.

Solution

Saturating the Selfridges space, a movie set of playfully stylised shop fronts and interiors were crafted by our skilled team in our London workshop.

Strolling down Mane Street, visitors could explore:

Fenty Flower Market – Customers are captured by the warm, ambery floral scent of the Fenty Hair product range. State of the art scent diffusers emit the aroma amongst over 1,600 handcrafted paper flowers (all made within our very own workshop), creating a multi-sensory moment for customers to connect with some of the profile ingredients in the collection –  lilac freesias, lilies of the valley, lavender, sweetpeas, peonies, soft peach Californian poppies, ranunculus and pink dahlias.

The Ice Dream Cart – Educating visitors on the key ingredients in the natural and vegan product range, we created an Ice Dream cart to hold five faux ice cream trays, each representing: amino acids, green tea extract, Barbados gooseberry, upcycled jackfruit extract and hydrolysed vegetable protein. Customers are invited to learn about their benefits and take away samples to try themselves.

Fenty Hair Supply Store – Finally, the Supply Store acts as visitors’ one-stop shop, housing products from all of the Fenty brands and celebrating the premium product ranges in an accessible and familiar environment.

Hair Heaven Salon – Salon culture is crucial to hair care and this launch; it’s a place to hang out, a hub for style, culture and beauty. The Salon offers an experience for customers, those of any gender identity, to engage with the product range and have their hair styled by Fenty Hair experts. This is a key photo moment for visitors, immersing themselves in the pastel dream world with colour-matched furniture, props and even Fenty Hair newspapers.