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New York, NY – International retail design consultancy Sheridan&Co has launched the new retail flagship of United States-based cosmetics brand Urban Decay in London’s West End. The retail site opened in June in the new beauty hall at House of Fraser, London W1. With the new retail design, Sheridan&Co, which has offices in both New York and London, is aiding the American brand in expanding its consumer reach in Europe.

Sheridan&Co’s new luxurious concept takes design cues from the brand’s latest US designs while working with the functionality of the drawer system the consultancy developed for the UK retail sites. It also had to fit within the new House of Fraser guidelines for the retailer’s new cosmetics department. The new Sheridan&Co design is light and eye-catching, using a palette of: mirrored glass etched with one of Urban Decay’s bespoke graphic patterns, polished stainless steel, chrome and decorative laminates.

The new look for the brand is more delicate and feminine than has previously been seen in the UK. Urban Decay’s striking signature purple still features, but Sheridan&Co has used it with a lighter touch as an accent color. Bespoke retail furniture, designed and manufactured by Sheridan&Co, has a boudoir feel with its polished steel dressing table legs and large consultation spaces.

The site has four dedicated consultation areas for each with double-sided oval mirrors with built-in illumination so customers can try the cosmetics in optimum light. A branded pelmet supported by glass fins appears to float above the site. Sheridan&Co has also created a tester station with the full range of products for customers to play with more freely before they consult an assistant. The drawer storage system created by Sheridan&Co adds to the boutique feel while allowing staff to store and access product securely and easily. Urban Decay’s custom-made decorative sconce lighting and chairs add the finishing touches to the scheme.

Steve Thomas, head of design at Sheridan&Co, said: “Our challenge was to take the brand interior forward without losing any of Urban Decay’s personality or diluting its already strong in-store presence. The new design is elegant and luxurious but still retains the flirtatiousness of the brand.” Sheridan&Co has previously created retail interiors, furniture and promotions for Urban Decay in the UK, Europe and the US.
Sheridan&Co is an international retail design consultancy with offices in London and New York. It designs, builds and installs interiors, furniture and point of purchase material for premium retail around the world. Sheridan&Co prides itself on its culture of innovation and creativity, coupled with market insight and strong business acumen.

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