NEW YORK – Bumble and bumble, the iconic New York–based professional hair care and styling product company, re-opened their newly designed Uptown Flagship on September 12, 2012. The redesign, executed by omni//form, was the result of a collaboration between the two creative companies with the goal of transforming the client salon experience. “It is important to first focus on what the consumer should experience in every instance while she is in the salon”, says Péan. “This goes beyond interiors and architecture and includes all aspects of service. Once we agree on how this should look like, we derive design ideas from the story and build the environments around it to bring it to life. This is a design strategy which omni//form has developed to respond directly to marketing centric tasks in the retail business. The resulting design adds new features and reorganizes the customer experience sequence linked by graphics and structural hair centric textures.