Charlotte Tilbury redefines luxury beauty retail with its meticulously renovated counter in the iconic De Bijenkorf, Amsterdam. This cosmetic project transcends mere aesthetics, masterfully demonstrating how high-end design can be engineered for an unparalleled and functional customer journey at the heart of a bustling department store.
The space is anchored by its signature glamour: walls of rich, burgundy stainless steel paired with radiant gold accents, a duo that immediately establishes a sense of opulence. Notably, this luxurious metallic language is strategically focused on defining the dedicated consultation and try-on area. Here, the materials create an intimate, jewel-box setting that makes every customer feel like the main attraction, perfectly blending theatricality with personal service.
This bold foundation is artfully balanced by the introduction of soft, blush-pink central islands and sleek leather display cases. These elements introduce warmth, texture, and a contemporary edge. The pink islands, often dedicated to new collections or skincare, invite casual browsing, while the leather units add a tactile, bespoke feel. The overall layout is a study in intuitive zoning, clearly separating the immersive, service-driven “transformation zone” from the explorative “discovery zone,” all while maintaining a cohesive and inviting brand environment.
This Amsterdam counter exemplifies a critical evolution in beauty retail: Luxury is not just seen; it is experienced through functionality. It proves that the most sophisticated designs are those that actively enhance the shopping ritual, guiding customers from inspiration to application with seamless elegance.
Does your brand’s retail space balance aspirational design with smart functionality?
At M2 Display, we engineer retail environments that are as operationally brilliant as they are visually stunning. From strategic layout planning to custom material fabrication, we create displays that work harder to engage and convert.
[Contact M2 Display] to refine your retail strategy.
