(2005 FIRST PLACE, Chain Store Age and 2005 AWARD OF MERIT, ISP/VM+SD)

Senior RYA Design Director, John Von Mohr, teamed with Liverpool executives to create a one-of-a-kind cosmetics adventure in Insurgentes' famed El Puerto de Liverpool Department Store. This prototype, which was differentiated from all other typical beauty environments, houses over 15 luxury brands of cosmetics and fragrances including Chanel, Dior, Estée Lauder, Guerlain, and Urban Decay within a strong branded architectural style that is unique to the culture of El Puerto de Liverpool.

Incorporating Liverpool's signature color, the 15,700 sf "World of Beauty" is highlighted by a raspberry file stone floor and accompanied by a luxurious nail bar and 11 treatment rooms outfitted for skin care. The sculptured woven wall, ranging from 8 feet to 18 feet, distinguishes the beauty department by creating a consistent wave of architectural texture that unifies the space from the point of defining a world within an opened department. Large trumpet-shaped columns dominate the space and add to the architectural brand identity. As a centerpiece, a large plasma screen television stretches above the archway leading from cosmetics to the nail bar that provides entertainment, informational and advertising clips, and runway video. Glowing bars of pendant lighting are positioned over points of action and feature counters within the branded shops, in addition to highlighting major traffic grids that guide customers through the beauty department.

The entire space showcases the merchandise in a way that emphasizes all three points of sell: showcase, open-sell, and interactive. Designers also created test areas in the space for customers to experience Liverpool's diverse selection of products, setting the tone for a high-sensory environment. Liverpool cosmetics encompass the strong architecture and vendor installations carried throughout the highly acclaimed retailer's other sales venues. The entire interactive experience of shopping this beauty paradise is as important to Liverpool as the merchandise. RYA successfully connected both aspects of strategic merchandising and branding to the interior design.