The Challenge
Hairhouse is the largest employer of hairdressers nationally, with over 144 stores Australia wide. The business required an overarching retail concept to align with the new brand positioning. As well as meeting the needs of varying customer types across retail, salon and piercing.
Our Approach
Through research and customer journey mapping, new commercial opportunities were discovered. This research formed the foundation for the development of a new experiential store design concept.
Insights in the research discovered customer centric needs and desires, which led to the development of experiential zones including a styling bar, conscious hair care, hair health bar, piercing zones and a Kerastase by L'Oreal hair studio. Clear zoning is incorporated through the store via colour blocking, floor finishes and signage for easy customer navigation. The zones were designed to appeal to each unique customer type.
This transformation demonstrates how a customer-centric design develops brand loyalty through customer education.
First launched in the flagship store, in Chadstone, Melbourne. In collaboration with the Hairhouse team.
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Client: Hairhouse
Type: Retail
Size: 153 SQM
Photography: Alex Coppel Collaborators: Growth Activists, research -
Customer journey mapping Development of personas Space planning Concept design Fixture Design Development of kit of parts Finishes, fixtures and lighting specification
The Hairhouse team had the privilege of collaborating with the X+O team on the ideation and design of our next generation flagship store concept at Chadstone in Melbourne.
The X+O team brought a knowledge and insight of the ever-changing retail trends that enabled us to create a retail space beyond anything we had previously imagined.
We are so thankful for the passion and commitment they had for this significant project and could not have asked for better partners on this journey.
We could not be happier with or prouder of our new flagship store at Chadstone.
Michael O'Connell Chief Operating Officer/Co-Owner – Hairhouse
It has been an absolute pleasure to collaborate with Rebecca and her team on our next generation store design.
When choosing a new design agency it was vital for us to work with a company that understood customer behaviours, visual merchandising and retail trends. Rebecca took the brief and developed it further with customer research which added insights that has underpinned our strategic approach to elevate our customer engagement.
Rebecca and her team’s retail knowledge and design expertise has brought to life our vision to reinforce our new brand identity and USP’s.
We are extremely grateful for our fresh, new modern take on the Hairhouse brand and we can’t wait to see the new design and retail initiatives roll out into the marketplace.
Leah Evans Store Development Manager - Hairhouse
