We partnered with Morphe to reimagine their customer retail experience within Selfridges London — one of the brand’s most important physical touchpoints. This premium beauty hall location creates the ideal environment for Morphe to reconnect with customers through expertise, interactivity, and product discovery.
Concept strategy
Retail format strategy & design
Retail design & project management
What we delivered
Our work involved a retail design refresh, including bespoke storage solutions and tailored visual merchandising for Morphe’s hero categories. We introduced new functional elements to spotlight their signature makeup brushes, ensuring a more intuitive and premium product experience. A distinctive 3D-printed brushstroke artwork was integrated into the high-level façade, adding a bold, brand-led visual anchor to the space. Every component was engineered to enhance usability, durability, and in-store storytelling.
Why was it game changing
For Morphe, the redesigned Selfridges counter strengthens their presence within a key wholesale location and secures a meaningful physical expression of the brand in the UK. The updated environment elevates brand perception, delivers a more immersive and expert-led retail experience, and supports customers with clearer product navigation and improved access to Morphe’s full range, from palettes and complexion products to their iconic brushes. The result is a modern, expressive retail touchpoint that drives engagement, loyalty, and confidence in the brand’s new strategic direction.
