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SkinKandy | 2020 – 2021 | Lifestyle & Speciality | Design
Greater Group were engaged by SkinKandy, Australia’s largest specialist body piercing and jewellery company, to redesign their store interior and improve their customer experience. We worked with the client to evaluate their existing stores and make relevant recommendations. Greater Group provided services that included global benchmarking, existing store critique, concept design, detail documentation, and FF&E specification for new and refurbished store rollouts. The new concept has been rolled out to 6 sites to date, with 5 more currently being planned, in addition to this the concept has also been evolved further into a Kiosk format.
SkinKandy’s brief was to design a revamp of their stores whilst maintaining their existing brand colours of hot pink and black. The evolved design is a refreshing embodiment of the SkinKandy brand with new enticing aesthetics, optimised layout and enhanced customer journey that appeals to their key demographic of Gen-Z shoppers. The updated store layout maximises spatial efficiency, provides added privacy in treatment rooms and facilitates an engaging, experiential customer journey. Additions to the design such as the “Kandy Care” Instagram zone is aimed at their younger tech-savvy shoppers and extends the customer journey beyond the store environment.
The key objective was to improve the customer experience and overall design of the store whilst staying true to the Skin Kandy brand based on existing store design critique and global best practices. In response to this we removed the large cash desk and developed destination zones for the customer’s piercing journey.
First up is the Kandy Bar where you go to have your piercing consultation with the SK team member, following this and your treatment you then go to Kandy Care where you are provided with aftercare information, finalise any payment transactions and finally utilising the pink backdrop with the neon Kandy Care sign and the call to action “insta that new kandy!” to take a selfie and post it on your social! In addition to these zones, we also included a multipurpose central joinery unit that houses the premium range of jewellery and a black gloss wall at the front for a large brand statement, at the rear is the key storage area, and the POS has been condensed to the side. In addition to these functions the central unit has also been designed to stops views into the treatment rooms, providing an added layer of privacy for customers during their piercing journey.
The Skin Kandy brand colours are hot pink and gloss black, to modernise and soften this pallet we added in a soft pastel pink, this was used as a background colour in the hot pink dalmatian spot wallpaper to the back wall of the store, as well as in the treatment room flooring and to a feature wall in the treatment room to add some brand personality to this area. In addition to the soft pink, we also modernised the flooring spec, opting for a large 600 x 600mm raw concrete look floor tile. Finally, we revamped the wall bays and floor displays by developing sub-categories to assist the customer with self-selection, building on the Skin Kandy brand we had fun creating names for categories such as Midriff Magic for belly button piercing jewellery and Tik Tops for tops and dermal jewellery.
The completed design is a true reflection of the Skin Kandy brand, it is a fresh fun design that appeals to their key Gen Z demographic and provides the ultimate piercing customer experience. It not only is a beautifully design store but has also proven to be effective in sales; with the addition of our Kandy Bar zone, the upgrades to premium piercing jewellery has increased by 300%.
SkinKandy is Australia’s largest specialist body piercing and body jewellery company). Operating for 10 years, SkinKandy has grown from a single location on the Sunshine Coast to over 29 body piercing stores in major shopping centres nationwide.