Beauty hall redesign for multi-national retailer

In 2018, leading high street department store Debenhams were commissioned to work with Principle on a key area within their flagship store at Intu Watford.

The new 86,000 square foot store, which opened in September 2018, is the first in the country to feature Debenhams newly redesigned ‘Beauty Hall of the Future’, described as the jewel in the crown of the new store.

Modern, easy to navigate and housing interactive space where customers can browse, discover and experiment with products from established beauty houses and breakthrough brands, the Beauty Hall occupies 15% of the store’s total space. It also features a hair lab, mini bar and Beauty Club house.

Debenhams Beauty Hall occupies 15% of the store’s total space.

Working with Debenhams’ own in-house team, Principle had a six month timeframe in which to meticulously design, develop, manufacture and install the key components required to bring the Beauty Hall concept to life, including POD houses, mid floor POD units and 30 LABs mid floor fixtures.

Principle had a 6 month timeframe to bring the Beauty Hall concept to life.