Armani Beauty | Luminous Silk Foundation | Boots
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Boots, Covent Garden, London
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Creative Concept | Design | Creative Production | Event Management | Content Management
Brief.
The brand set out to create a refined and visually compelling retail experience within two Boots Beauty Live spaces, designed to engage and attract new customers to discover the iconic Luminous Silk Foundation, which is available in an extensive range of 40 shades. The aim was to elevate visibility, communicate the product’s premium positioning, and encourage hands-on interaction within a busy retail environment.
To bring the concept to life, the visual merchandising design combined a striking palette of high-gloss red with sculptural, 3D wave-textured gradients, delivering a bold yet sophisticated aesthetic that captured attention both inside the store and from the exterior through impactful window displays. The space was carefully curated to reflect the brand’s luxury identity while remaining highly functional.
Solution.
The design successfully balanced practicality with elegance, ensuring the space felt both inviting and premium, while supporting high-volume engagement in a fast-paced retail setting.
A custom-built compact demonstration unit sat at the heart of the activation, showcasing all 40 foundation shades in an organised and accessible way. This allowed makeup artists to efficiently assist customers, encouraging personalised consultations and product trial.
RESULTS.
The activation was delivered across two Boots locations (Meadowhall and Covent Garden), where it remained live for a total of 35 days, resulting in 829 Armani-branded photo printouts being created in the London store, driving strong customer engagement and memorable brand interaction.
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