dpHUE’s first storefront in suburban Minneapolis is a prototype store for a new concept product and customer experience for high quality hair color; a product that bridges the gap between an expensive salon experience and the boxed hair color sold at drug stores. Certified colorists offer dpHUE customers professional styling advice in a non-salon atmosphere and high quality take-home hair color products are exclusively available.
One of the main goals was to design a fresh and distinguished space that would come to represent the brands ethos and have a strong artistic presence that would draw people into the store. Customer consultation, product display, point of sale and customer demonstration areas were all critical programmatic components. This adaptability of the design for future stores was addressed by defining several key components within the space that could be easily transferred to other spaces.
The signature curved wood wall draws the customers into the space and presents a bold material palette to the space. Within this wall, focused areas define the point of sale and demonstration area through crisp whitewashed recesses. Centered in the space are the two consultation tables, the heart of the customer experience, where professional consultants and customers interact. Ultimately, the design of this concept store has successfully created a distinguished look and feel specific to dpHUE that supports the company’s brand and mission to provide a superior customer experience.