Bellelab is a new concept cosmetic store located on Nguyen Hue, Saigon’s busiest shopping street. We teamed up with ShapeUs Studio, an architecture firm in Saigon, to design Bellelab’s retail interior and product displays.
Emphasizing on customer experience, we set out to create a retail space that reflects Vietnamese identity, using a modern design language. Each floor’s main material is proposed by DCSG to create a particular atmosphere that represents part of a journey crafted out for the customer. Applying the same philosophy, Bellelab’s product display system is designed to accommodate a wide range of products while adding layers of subtle details to the overall interior.
Modular product display system consists of 3 trays of different heights, 2 lipstick/pencil holders of different lengths, along with 2 product tag holders. Trays and holders are modular and reversible to be used for other products such as pencils, mascara, eye shadow and skincare. Product tag holders are designed for ease of reading and tag-changing. Lipstick module shapes are inspired by Bellelab’s architectural features and logo.
Modular layout allows for different sets of products
Material choice is aluminum, CNC'd and coated in rose copper for subtle reflection, weight and a refined finish that is tone-on-tone with Bellelab’s interior.
DCSG also designed Bellelab's mirrors and counters
Photo courtesy: DCSG
