The Client Challenge

Valentino wanted its Born in Roma fragrance pop-up to feel like stepping into Studio 54 itself, not just another counter carrying disco-era branding.

Edge Retail’s Integrated Solution

We built the pop-up around an illuminated marquee “VALENTINO” sign above a light-up “54, Studio” logo counter, with a doorway framed by a disco ball and a neon-style perfume bottle graphic. Inside, a Hollywood-style vanity mirror surrounded by lightbulbs invited customers to “Create Your Studio Look,” alongside a purple sofa and a director’s chair carrying the V logo. A Polaroid camera let customers “Take A Selfie With A Polaroid Camera” at the vanity table, next to the full Valentino Donna and Uomo range, the Rendez-Vous Ivory limited edition, Spike lipsticks and Colour Crush blush compacts.

Impact and Results

The pop-up gave Born in Roma a genuinely immersive, photograph-ready moment inside Selfridges rather than a fragrance counter with disco-themed signage bolted on.

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Prada required a visually striking, repeatable promotional display concept for their Banana Balm campaign that could be swiftly and consistently rolled out across multiple key UK department stores, including Selfridges and Harrods. The challenge was ensuring perfect visual continuity and high-quality bespoke fabrication across all units.

Edge Retail’s Integrated Solution

We handled the full fabrication and logistics for the multi-site campaign. Our technical development team refined the creative concept into a robust, modular design, optimised for both transport and rapid, clean installation. Using our in-house manufacturing capabilities, we produced bespoke promotional furniture and retail fixtures, ensuring that material and finish quality were identical across all locations, followed by a coordinated multi-site installation rollout.

Impact and Results

The campaign achieved maximum brand impact and visual cohesion across all high-profile retail locations. Our streamlined fabrication and rollout process ensured the project adhered to the tight deadlines and allowed the client to focus solely on the campaign’s success without logistical concerns.

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The Client Challenge

Miu Miu needed a launch space for Miutine, a newly invented fragrance name, that explained the word itself as much as it sold the bottle — on a mezzanine site inside Selfridges’ beauty hall, opposite Chanel’s counter.

Edge Retail’s Integrated Solution

We designed and built a pale blue kiosk around the “miutine” dictionary-entry concept: an illuminated lightbox carrying the word’s definition, visible from the escalators below, alongside an illuminated Miu Miu logo sign. Details throughout the counter continued the literary idea rather than a conventional product wall — an open Miutine book laid out for browsing, a teal Olivetti Lettera 32 typewriter as a prop, and individual leaflet-and-postcard displays for each of the four fragrances (L’eau de muguet, Miutine, Fleur de lait and L’eau rosée), each paired with its own scent notes. We built the whole thing on an orange-legged display table to hold the colour palette together against the pale blue shelving.

Impact and Results

The kiosk gave Miutine a genuine point of difference on a mezzanine that sits directly opposite one of Selfridges’ biggest beauty counters, standing out through its concept and materials rather than scale.

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The Client Challenge: Creating an Exclusive Environment

Prada required an exclusive, high-end retail space within the prestigious Harrods Library Site. The challenge was two fold: the bespoke retail fit-out had to perfectly reflect Prada’s luxurious and innovative brand aesthetic, while simultaneously adhering to the exceptionally high standards and stringent compliance rules of the Harrods department store. The final result needed to be an iconic fixture.

Edge Retail’s Integrated Solution: Precision Design and Manufacturing

Edge Retail provided a full-service design and manufacturing partnership. Our in-house team managed the entire process, beginning with conceptual design refinement.

1. Technical Development: We translated the delicate design into fully detailed CAD drawings, meticulously specifying premium materials and engineering. This step was critical to ensure both aesthetic perfection and compliance with all fire and safety regulations required by Harrods.
2. In-House Manufacturing: Our expert craftsmen fabricated the entire unit in our 15,000 sq ft production facility, maintaining absolute quality control over the high-end finishes.
3. Specialist Installation: Our professional installation team managed the delicate logistics of the Harrods fit-out, executing the placement with zero disruption to the active retail floor.

Impact and Results: An Iconic Retail Fixture

The finished Prada Eye space is a testament to precision engineering and high-end craftsmanship. It serves as a successful, bespoke retail fixture within one of the world’s most prestigious luxury locations. The flawless execution successfully drives high-value sales, reinforces Prada’s position as a luxury innovator, and ensures the brand’s continued high-profile presence in Knightsbridge.

Ready to launch your next flagship retail project? Contact our design and fit-out specialists today.

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The Client Challenge

Dior needed a Christmas presence at T2 that worked across the whole vertical space of the terminal — visible to travellers on the concourse and to those looking down from the floors above — while still giving people on the ground a reason to stop, shop and take a photo.

Edge Retail’s Integrated Solution

We designed, built and installed the tower as one connected structure: oversized lightboxes and screens on its upper faces, an illuminated CD monogram crowning the top for visibility from the atrium above, and the ground-level starburst sculpture and Beauty Fitting counter — finished in a textured gold metalwork with a subtle “wet” surface effect — positioned for travellers passing at concourse level. We also supported Dior’s in-terminal activation programme, including a live ballet performance staged beside the installation, drawing crowds who stopped to watch and photograph it.

Impact and Results

The installation held a prime position in the T2 concourse throughout the season, giving Dior visibility at every level of the terminal — from travellers at the counter to those looking down from the floors above — proof that a temporary structure can work the whole space, not just eye level.

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The Client Challenge

Prada wanted its Christmas campaign to feel like a destination in its own right — “Pradaland” — rather than a standard seasonal window, rolled out consistently across several retail locations at once.

Edge Retail’s Integrated Solution

We designed and installed hand-crafted bauble Christmas trees, mixed-material stocker units and LED tiled screens across the campaign’s retail locations. Each site centred on a “Welcome to Pradaland” screen running an animated golden Christmas tree built from baubles within a fantastical cityscape, paired with a real bauble tree topped with a Prada Milano plaque. At Selfridges, the concept extended into the storefront window itself, framed by fir garland, fairy lights and illuminated marquee bulbs, with spiral display columns and a disco ball carrying the festive theme through to the makeup counters inside.

Impact and Results

Pradaland gave Prada a single, recognisable Christmas identity that read consistently whether a shopper encountered it in a storefront window or at a beauty counter, across every location the campaign reached.

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The Client Challenge

Versace needed a fixture for its Atelier Versace fragrance range that could command attention from a Harrods corridor rather than a full beauty hall footprint, with the flawless surface finish the brand’s aesthetic demands.

Edge Retail’s Integrated Solution

We designed and fabricated a freestanding kiosk finished in teal fluted panelling, with a gold “Atelier Versace” plaque and backlit product graphics either side of the central counter. Fragrance testers sat on tiered teal fluted shelving both at the counter and in a matching wall-mounted display case, with an illuminated wall niche in a pink recessed alcove holding three further tiers of bottles nearby.

Impact and Results

The fluted teal finish and tiered display gave Versace a fixture that reads as a considered extension of the brand’s aesthetic rather than a generic fragrance stand, holding its own in a Harrods corridor on a comparatively small footprint.

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The Client Challenge

L’OCCITANE Travel Retail needed a Sol de Janeiro activation at Heathrow T2 that could compete for attention in a packed departure lounge and translate the brand’s social-media-driven, beach-club energy into a physical, walk-around space.

Edge Retail’s Integrated Solution

We designed and built a circular “Sol-cial Club” pavilion around a yellow cane lattice structure, with a thatched canopy and lattice archway entrance carrying “Welcome to Sol de Janeiro” signage. A large “Unleash Your Summer Self” backdrop and a pastel blue scooter prop gave travellers a reason to stop and photograph the space, while potted palms and a sunshine colour palette carried the tropical theme through the whole 360-degree structure, approachable from every side of the concourse. Staff worked the space in yellow branded uniforms from a central product table.

Impact and Results

Positioned in the main T2 shopping concourse, the pavilion held its own against the constant foot traffic of a live departure lounge, turning a fragrance pop-up into a stop-and-photograph moment for travellers moving between gates.

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The Client Challenge

COTY, on behalf of Kylie Jenner, needed a Selfridges-exclusive launch site for Cosmic that matched the fragrance’s own branding and gave Kylie Jenner’s social media following a reason to visit in person.

Edge Retail’s Integrated Solution

We designed and manufactured a circular, vanity-style fragrance counter finished in pink, with an illuminated screen running a Kylie Jenner campaign portrait and round mirrors either side, plus a curved counter lined with foundation and concealer shade testers. A separate pink kiosk carried “Cosmic, Exclusive to Selfridges” signage alongside the fragrance bottle display, with the wider Kylie Cosmetics range — including Kylash mascara and pressed blush shades such as Bad on the Block and Winter Kissed — displayed on matching pink shelving.

Impact and Results

The launch was featured on Kylie Jenner’s own social media promoting the Selfridges-exclusive launch, giving the physical site a reach well beyond the shoppers who visited in person.

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The Client Challenge

Maison Margiela wanted a dedicated Replica fragrance store inside Bicester Village’s Glass House, plus a way to promote the launch itself before shoppers reached the store.

Edge Retail’s Integrated Solution

We designed and built a greenhouse-style pop-up store with glass doors opening onto a Replica counter and a “Personalise Your Memory” wall, complete with a typewriter for in-store personalisation. The Replica range was displayed alongside Polaroid-style photographs naming each scent’s story — Jazz Club, Beach Walk, Under the Stars, Lazy Sunday Morning, By the Fireplace — turning the counter into a set of memories rather than a row of bottles. Alongside the store itself, we built a separate white travel-trunk-style kiosk, finished with preserved white flowers behind glass panels, to promote the launch to shoppers passing between the village’s Ganni, Samsonite, BOSS and Coach stores.

Impact and Results

The pairing gave Maison Margiela both a destination store and a promotional presence working the wider village at the same time, from a single coordinated build.

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