Store Experience Design for KICKS
BAS ID puts self-directed beauty discovery at the center of KICKS’ store concept.
BAS ID rethought KICKS’ beauty-store experience for consumers accustomed to independently exploring trends, products and tutorials. The concept introduced interactive community tables, discovery displays and a final-purchase zone, supported by a monochromatic purple communication system that establishes KICKS as the store’s curator.
More in black
Insights
- BAS ID frames the brief around shoppers who know brands, techniques and trends from TikTok, tutorials and beauty communities, and expect to explore on their own terms. That shifts the store journey away from being directed step by step.
- The community table combines integrated screens with space to try products, creating a social, hands-on discovery point inside a multi-brand store.
- Stand-out displays spread discovery moments along the journey, while a separate “last-buy” function creates a final commercial touchpoint before exit. These are designed touchpoints; the case gives no measured effect on purchases.
- BAS ID uses a monochromatic purple visual and communication system to give KICKS a consistent presence across competing brand campaigns and frame the assortment through a retailer-led point of view. The claimed recognition and curator role are design aims, not measured outcomes.
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