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Inspired by the fluidity of movement in beautiful nourished hair, a pop up space and window display mark the UK launch of Nexxus New York Salon Care at Selfridges.


Designed by StudioXAG, the window features a beautiful mirrored structure moving fluidly through the space and curling back on itself. The mirrors are interspersed with digital screens showing film footage spanning across three screens, and over-size factice of each hero product displayed in clear perspex boxes and framed by bright white neon. This is all set off against a white brick wall inspired by New York’s Tribeca loft-style living, a core element of the brand’s identity. The in-store pop-up is constructed almost entirely out of mirrored panels, with reflections constantly moving and changing as you move past it. This structure is enhanced by digital screens showcasing the brand’s moving content all set in a white brick environment with a dash of bright white neon.


The in-store experience encourages consumers to undergo an iPad diagnostic to find out their bespoke haircare system shown alongside the 4 product ranges in illuminated niches.
An interactive mirror allows for a more in depth consultation with a stylist, giving the consumer an opportunity to try out the ‘Nexxus NY Hair Booth’ where they can capture a moving cinemagraph of their fluid hair in action.


via StudioXAG

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