Task: Design, Design Development
Collaboration: Killer Interior AG, Lupfig
The Beauty Department at Jelmoli is prominently located on the ground floor at Bahnhofstrasse Zurich. To give this prestigious entrance to Jelmoli a fresh new look, Jelmoli hosted a competition to redesign 1300 sqm of high-end retail space. MACH prevailed with an open architectural concept focused on increasing the customer experience through a clear order, and by introducing a refreshing naturalness. As the House of Brands, Jelmoli offers a platform in which international luxury brands can fully represent themselves. At the same time, a new Beauty Market in the center of the department shows that Jelmoli, as a curator, has global appeal with innovation and competence.
The design of the Beauty Department speaks strongly to the architecture of the house. Instead of hiding existing structures, the design uses them as orientation elements. Fine materials such as marble and copper are combined with light maple wood, reflecting the natural elegance of Jelmoli. Peripherally, the various beauty brands are arranged with their shop in shops. A partially recessed frieze accentuates the shops and is presented in a unified setting. Open areas as "front gardens" attract visitors to the respective brands. The luxury brands were delighted with the overall system and have brought their latest concepts and products with them.
The heart of the project is the Beauty Market. MACH developed an airy grid with a high level of flexibility in which changing presentations can easily be rearranged. Be it an interactive consultation, a hair-dryer bar or a fashion show, the Beauty Market provides a stage for the entire beauty world. Located in the center of the market is a new fountain, where customers can treat themselves to a refreshment and try out all the latest products.