Introduction

Selfridges Birmingham has unveiled a spectacularly renovated Beauty Hall, redefining luxury beauty retail. This major project, featuring 37 new custom counter concepts and hosting over 160 brands, shows how strategic store design drives success. For any brand looking to make an impact in such a competitive space, a bespoke, well-crafted counter is essential. At M2 Display, we specialize in creating modern, custom-designed retail displays and complete beauty hall fit-outs that help brands stand out and connect with customers, just like the stunning installations in this iconic hall.

Design & Build: Where Modern Style Meets Smart Function

The redesign focuses on a fresh, sophisticated aesthetic that prioritizes both brand presentation and customer experience.

• The Look: Modern & Warm
  The hall embraces a contemporary modern beige color scheme. This choice creates a bright, clean, and inviting atmosphere. The neutral beige tones act as a perfect, elegant backdrop, allowing the vibrant packaging and logos of diverse brands like Charlotte Tilbury and REFY to truly pop. It feels upscale but also welcoming, encouraging shoppers to explore.

• The Build: Seamless & Durable
  To achieve this sleek, unified look, the construction utilizes high-quality MDF (Medium-Density Fibreboard) finished with a smooth lacquer paint. This is a smart choice for custom cosmetic display counters. MDF allows for the creation of any shape or size needed for unique brand concepts, while the durable lacquer finish provides a flawless, easy-to-clean surface that withstands the busy environment of a beauty hall.

• The Layout: Organized for Discovery
  The space is expertly organized around various cosmetic and skincare display counters. These aren’t just shelves; they are designed as mini-destinations. The layout guides customers naturally from one brand to the next, mixing open exploration areas with intimate consultation zones. This logical flow enhances the shopping journey, making it easy to discover new products and exclusive brands.

Conclusion

The new Selfridges Beauty Hall proves that great design is a powerful business tool. It creates an exciting environment that attracts customers, showcases products perfectly, and supports a premium shopping experience.

Inspired to create your own standout beauty counter or retail space?

M2 Display provides end-to-end custom retail design and fabrication. From the initial concept in a modern beige palette to the final installation of durable, lacquered displays, we build solutions that reflect your brand’s quality and ambition.

[Contact M2 Display] to discuss your project.