NOU FOR YOU
PITT STREET MALL, SYDNEY

NOU for YOU is a cosmetic brand made specifically for women between the ages of 46 – 64. This brand aims to ensure that older women maintain a younger, healthier and fresh look. All the products are moisturising and hydrating, including the customised fragrances and scents that you desire in your products. All the products are organic, 100% vegan and sulphate-free.

L-shaped in the plan, NOU for YOU is located in Pitt Street Mall. NOU for YOU is a store that creates and retails all-natural skincare and haircare products. The inspiration for the interior was drawn from the natural ingredients used to create NOU for YOU products, transforming the word ‘organic’ into physical space using colours and materials that closely align with nature. A reception table and sales counter stand solid between the facing shelves in the middle of the room, made of brushed brass.

At first glance, the interior is open, curvy and very pink. The pastel-hued materiality and soft lighting are inviting and create a feeling of entering something different and new. The store interior is decorated in the brand's signature pink hues. Beyond the entrance are two product areas. The product zone features pink and grey marble counters with skincare, haircare and body products. Pink and grey carnico marble was an important material in the design of the space, giving it a sense of monumentality and permanence while still feeling like an inviting communal gathering space.

Other design elements inside the shop include chevron laminate flooring and a floral arrangement.

Symmetry is revealed throughout the store from straight lines everywhere insight, to carefully arranged products. This symmetry and tidiness provide a feeling of freshness that satisfies your inner symmetrical desires. Complimentary colours were chosen in the overall design, green plants for nature and pink for a modern touch, while brushed brass and timber flooring was used to tie together these colours. The four main ingredients used in NOU for YOU products are visually presented behind the product displays on the left. Each placed in transparent vases perched upon their very own minimal white shelves, which protrude from a gridded white wall. The spotlights of the room use these shelves to create geometrical shadows that work with the grid wall.

Passing through the hallway is ethereal light from LED fixtures with custom brightness and temperature settings. The store has no traditional checkout counters. Instead, customers tell a roaming staff member, called an Editor, which products they would like to purchase, and the information is entered into an iPad. Guests' names are then called, and they are invited to pick up their order from the reception desk.

PROJECT

NOU for YOU

LOCATION

Pitt Street Mall, Sydney

YEAR

2020

CLIENT REQUIREMENTS

A brand that creates both hair and skin products that are 100% vegan and sulphate free
High-quality facial skincare products
Good quality products that can help your skin look better
Personalised skincare and hair care products
Products that treat wrinkles
Environmentally friendly packaging
100% natural and organic ingredients
Products made of different scents and fragrances
Hair and skin products that hydrate reduces the appearance of wrinkles, evenly tone the skin and nourishing formulas to comfort direr skin and hair
Smart mirrors
Physical stores in shopping centres

SOFTWARE + SKILLS

Research
Materiality
Concept Development
Design Thinking
Mood Board
Sketching
SketchUp
Enscape
Adobe Photoshop
Adobe InDesign

NOU FOR YOU
MISSION STATEMENT

We aim to create and provide healthy and effective skincare and haircare products that are designed to treat, rejuvenate, and improve the skin and enhance our customer’s looks, as well as improve the overall lifestyles of our customers by helping them look beautiful and regaining their confidence.

NOU FOR YOU
CUSTOMER JOURNEY MAP

The customer starts her morning by reading a newspaper.

The customer then comes across a brand called NOU for YOU.

The customer starts to read about the brand and then circles the address and phone number.

After a few days, the customer attends her appointment.

The customer is then checked by a beauty therapist.

The customer purchases the products the beauty therapist recommended for her skin and hair.

The customer calls the store and books an appointment for a consultation.

The customer uses the products she bought and falls in love with them.

SITE LOCATION
PITT STREET MALL, SYDNEY

Pitt Street Mall is a very trendy, busy and famous Sydney shopping district that lines each side of a pedestrian-only portion of Pitt Street in Sydney's Central Business District. Even though it occupies just one block between Market and King Street, you will find over 500 speciality stores and many large flagship stores here. Pitt Street Mall includes the modern new Westfield Sydney Shopping Centre which alone has nearly 240 stores.

Between the Westfield centre and the street mall, you will find flagship stores such as Zara, Esprit and Guess. There is also a huge 5 level Myer store, part of Australia's largest department store chain along with several large shopping arcades including the historic Strand Arcade built-in 1891. Pitt Street Mall is a fun place to hang out with lots of energy and plenty of street performers to entertain you throughout the day.

TARGET AUDIENCE
WOMEN BETWEEN THE AGES OF 46 - 64

The target audience for NOU for YOU involves women between the ages of 46 and 64 (baby boomers) who want to appear younger or feel happy about themselves. This group’s main goal is to maintain their look to prevent the symptoms of ageing. They deserve to appear the way they want.

They will show the first symptoms of ageing, such as wrinkles, smile lines and hair loss. The consequences of exposure to the sunlight, dark and red spots, and textural variations on the skin can be also observed. Custom made natural products can successfully address all of these issues.

PRECEDENT
AESOP DUKE OF YORK SQUARE

Situated in Chelsea, London, the store’s design is inspired by the contextual relevance of the location combined with an influence of futuristic elements. An existing column is used as the starting point for the store’s layout. From this centralised column, 12 arches stretch towards the perimeter walls. This series of arches function as a key element in creating a sense of organisational hierarchy, establishing visual separators within the space.

The walls, ceiling, and arches are clad in a pink-pigmented clay-based plaster, giving the space a royal rose colour. This simple and clear colour palette is contrasted by the extensive use of steel in the other custom elements of the store. The contrasts created by the rough surfaces of the walls against the soft, polished expression of the clear stainless-steel shapes, the play with colour gradients, as well as the changes in light throughout the space, all underline a sense of depth to the design.