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A new Fund Grube perfumery chain shop (17 shops) was inaugurated in June 2014. It was again designed by Mostaza Design in a 400 m2 business premise located in Las Palmas de Gran Canaria. In 2009, our client Fund Grube contacted us to give a new visual and functional approach to its mainly tourist-oriented shops. The client intended a new proposal for the corporate image and a desire to reinvent itself at a time of expansion, where current and future stores should go hand in hand.

Its objectives were clear: increased flow between different product categories, a rapid identification of the offer with signage and flexible furniture, custom-made for the chain. After analyzing its products, the company and the target audience, we decided to give the shops a feminine and warm touch as hallmarks that would define the shops in this stage they were about to undertake.

We proposed a dynamic distribution with a clear circulation, curved forms that favored the tour and a structure to differentiate its two main categories: perfumery and cosmetics, and fashion and accessories. The ceiling has a unique design of wavy wooden slats that radiated warmth, while highlighting the main areas. For each category, a family of differentiated furniture was designed, creating different worlds, but without depriving the shop of an overall consistency and a clear brand identification.

Adapting the definition made for the prototype shop to the other shops was complex, since the type of premises was different and, being a very proactive company, new implementation, product needs, etc. were required in each of them. Still, with the running-in, the experience obtained from successive setting up of shops and the project, implementation and execution team (which was perfectly linked up), potential operation improvements were detected in record times, and the design continued to evolve along a very positive pattern, which has resulted in a constant chain evolution.

Sunglasses should be taken center stage in this last 7 Palmas shop, and for this reason a zone with a very attractive and enticing design was created, appealing from every point in the shop while always respecting the brand concept and design. The image change has reinforced Fund Grube’s positioning as the number 1 perfumery chain in the Canary Islands, and has become a reference for the Canarias tourist sector in perfumery, fashion and accessories shops. It has received the award for the “best tourist perfumery shop” at the 2013 and 2014 Perfumery Awards organized by the prestigious professional magazine Beauty Prof.

Collaboration: David de Ramón (illustrator), NaoGráfica (graphic designer)

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