Riley Rose – The Beautiful Spin-Off
Spin-offs are currently the order of the day for many retailers and US fashion retailer Forever 21 proves a case in point with its newly launched beauty boutique format, Riley Rose. Designed by Amsterdam-based consultancy Futurebrand UXUS, the seven stores, across a number of US cities, are intended to act as lifestyle destinations, featuring beauty essentials, interiors and accessories.
The store interior is zoned with a ‘selfie’ pop-up space, a ‘beauty island’ and a ‘Vanity area”, the latter being where shoppers can test-drive bath and fragrance products. The colour palette targets female millennials with soft marbles, rose gold metals and pink tiles contrasting with grey concrete and perforated steel accents.
Eight more Riley Rose store openings are planned by Forever 21 for the current year with locations including Minnetonka (Minnesota), Columbia (Ohio) and Pembroke Pines (Florida).
Riley Rose: Glendale Galleria shopping center in Los Angeles, The Shops at La Cantera, San Antonio and six more locations across the US.