As part of an invitation to radically reimagine the domestic and travel retail experience of Guerlain who had recently undergone a rebranding exercise to revitalise the brand image, a study into the perfumery’s deep history was first performed.

From there, the theme of the concept Apollo was obtained. Light and sun were taken as main semantic inspirations behind the design due to the deep links of the company’s heritage and products with said inspirations. Next, two spatial designs were then proposed for the individual venues to demonstrate the translation of a consistent theme across very different contexts.

The space was segregated into zones with different levels of privacy so as to allow customers sitting down for a makeup/skincare consultation to feel more initimate and comfortable while elevating the premium sense of the brand.

The domestic and travel retail stores each had unique challenges specific to the environment like traffic flow and consumer habits. For both, there was a need for a balance between having a strong concept and practicality in execution. 
 
The central atrium is the signature element in both spaces. It aims to highlight the brand's legacy by representing the most mature axis of the brand line-up as the 'core' of the business.