In 2010, we created a new retail design for the perfume giant Douglas and accompanied the market leader on its way to a new self-image. An example was the multi-faceted marketing and interior concept developed for the so- called “house of beauty” on Frankfurt’s Zeil. Douglas steps into a new light as trendsetter, staging its customer’s visit to the store as a journey through the world of beauty. Contrasting showrooms embodying characteristics such as casual and inspiring, chic and cool, seek to provide a series of wow moments. The planning elevates the label beyond specialty shop into the new dimension of lifestyle store.