Image Credit : Alex Coppel
Project Overview
Hairhouse is the largest employer of hairdressers nationally, with over 144 stores Australia-wide. The business required an overarching retail concept to align with the new brand positioning and meet the needs of varying customer types across retail, salons, and piercings.
Through research and customer journey mapping, new commercial opportunities were discovered. This research formed the foundation for the development of a new experiential store design concept.
This transformation demonstrates how a customer-centric design develops brand loyalty through customer education. First launched in the flagship store, in Chadstone, Melbourne. In collaboration with the Hairhouse team.
Project Commissioner
Project Creator
Team
X+O in collaboration with Hairhouse: Customer journey mapping, Development of personas, Space planning, Concept design, Fixture Design, Development of kit of parts, Finishes, fixtures and lighting specification
Growth Activists: research
Project Brief
1. Overlay of best-practice retail principals and initiatives
2. Consumer research that informs design thinking to enhance the in-store CX
3. Consideration of sustainable practices and materials to be incorporated
4. A standardized design approach that incorporates tiering
Through research, customer journey mapping, and persona development, new commercial opportunities were discovered. This research formed the foundation for the development of a new experiential store design concept, zones/ experiences in-store to appeal to each persona.
Insights in the research discovered customer centric needs and desires, which led to the development of experiential zones including a styling bar, conscious hair care, hair health bar, piercing zones and a Kerastase by L'Oreal hair studio. Clear zoning is incorporated through the store via colour blocking, floor finishes and signage for easy customer navigation. The zones were designed to appeal to each unique customer type.
First launched in Vicinity Centres Chadstone, Melbourne, this new flagship demonstrates that customer centric design and education develops both brand loyalty.
Project Innovation/Need
By taking a deeper dive to understand the business re-imagine their retail strategy coupled with a partnership with the Growth Activists to deliver invaluable insights in their research. Through this, we were able to develop detailed customer journey maps, identify opportunities, and examine global trends which led to the strategic design solutions and integration of experiential elements.
Creating an immersive shopping experience was paramount in our approach. Each zone within the store was meticulously designed to create an experience that was both engaging and distinctive. This was across a styling bar, conscious hair care, hair health bar, piercing zones, and a Kerastase by L'Oreal hair studio.
To ensure seamless navigation, clear zoning was implemented. Each zone is distinguished by different color blocking, floor finishes, and signage. This visual demarcation not only facilitates hassle-free navigation but also enhances the overall aesthetics of the store.
Design Challenge
The design challenge was how to elevate the customer experience in-store and reposition the Hairhouse brand to highlight their professional knowledge and expertise across retail, salons, and piercings.
Highlight professional knowledge and position Hairhouse as ‘experts’ by:
1. Creating a dedicated health bar with expert-curated products for various health issues. The bar includes professional advice for signage inviting customers to build a personalized hair health regime number
2. Creating experiential trial areas such as the style bar where customers can sit in a dedicated zone at a custom table to test styling tools. Space with the help of individuals and decor and trimmings such as inverted mirrors stone look Benchtops Venetian plaster in a plush plum-colored zone with Stripe flooring number
3. Dedicated piercings with elevated finishes cloud in the mirror and bright yellow backdrop to engage a younger customer type plus release endorphins in the piercing group
4. Kerastase salon with high and finishes the zelije tiles. Arch mirrors rib glass for privacy and escapism number
5. Lux check counter with LEDTV backdrops number
6. Colour block zones for way-finding
Sustainability
Working within our practice sustainability guidelines the focus was on material selection. Low VOC paint finishes were selected, and extended manufacturer warranties to ensure durability. Additionally, energy efficient lighting and HVAC were implemented.
Interior Design - Flagships & Showrooms
This award celebrates innovative and creative building interiors, with consideration given to flagship, discovery centers or showroom space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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