DP Group helped Edgars Beauty balance luxury and accessibility with their new space in Rivonia.
Johannesburg, South Africa / 2018
Rivonia, Johannesburg, South Africa
Edgars is a South Africa’s clothing retailer with over 300 stores countrywide. Edgars beauty is a standard alone cosmetics store
User experience strategy, interior design concept, technical documentation, signage and branding Implementation co-ordination, project management, procurement, compliance.
The new store identity is intended to establish an architectural identity for the Edgar’s retail brand, whilst also facilitating and complementing the integration of brands.
The intention is to balance luxury and accessibility, as well as versatility and identity.
In the beauty stores, the introduction of arched framing elements distinguishes this department from the apparel department, whilst also adding a femininity and luxury to the store architecture.