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Mußler Beauty by Notino –  a beauty experience world

Mußler Beauty by Notino is an excellent example of a service-oriented customer journey at the future point of sale. An innovative retail concept adapted to tomorrow’s customer, where brand experience and distinguished service are paramount. To fully benefit from synergies between online- and offline trade, the leading traditional perfumery from Stuttgart, Mußler Beauty, and the leading online trader for beauty products in Europe, Notino, merged. In the course of the new cooperation, a beauty experience world is formed on 320m² in the shopping center Gerber in Stuttgart. In the process, the classic structure of a salesroom is converted to a point of sale with a strong focus on experience.

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From the outside, a digital shopping window is attracting the attention of the passerby. Inspired by the built of an oriental market, the salesroom in the inside is designed as a dynamic place of special encounters and exchange; the specific brand areas are grouped around. The customer is moving intuitively in the open room concept between innovative product presentation and pop-up modules where niche products, local highlights and new beauty trends are staged. This enables consumers to fully dive into the beauty expert’s brand world and to absorb it holistically. Additionally, brand identification is enhanced by the emotional approach.

Customer experience and excellent service are first priority. At the blow- and styling bar in 60s design, customers are pampered and can have their eyebrows brought to form. The male target group doesn’t go short either – in the “Men’s world”, that is characterized by a unique design piece, they can immerse into their own beauty world. The make-up school and exclusive workshops held by the stars of the beauty scene are rounding up the service-oriented shopping experience.

The sum of the innovative features in the store is forming a strong response to the instinct need for service, individual consulting and the familiarization with well-curated products. At the same time, a social platform is emerging where people gather for exchange. The design language is refreshing and clear. Elements like the disclosed ceiling and metal shelves give the premium market place a modern and industrial look that leaves room for an individual brand presentation. Soft materials, playful details, and warm colors complete the target group-oriented design concept.

One highlight of the shop is the green wall: It brings an all-natural feel-well atmosphere into the space and represents the growing branch of natural cosmetics. A place made for THE instagrammable moment that makes the shopping experience accessible to the virtual world.

The interplay of exclusivity, individual service, and a well-balanced offering enables the creation of a place with a high quality of stay that invites for arriving, relaxing and testing. A place where the emotional product offering is interconnected with the diversity of the online world. Mußler Beauty by Notino shows: Online- and Offline-trade work well together in the store of the future.

The spatial realization was done by our sister DIA-Dittel Architekten.

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