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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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

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

YSL needed a destination installation for MYSLF, its newest masculine fragrance, that gave Westfield shoppers a reason to detour from their route and spend real time with the brand rather than glance at a counter in passing.

Edge Retail’s Integrated Solution

We built the installation around a towering 18-foot replica of the MYSLF bottle, standing at the centre of a maze of mirrored and black pillars beneath Westfield’s glass atrium roof, with the pillars’ mirrored faces covered in repeated MYSLF text and the YSL monogram. “Discover MYSLF” and “Claim Your Complimentary Sample” signage guided visitors through the maze toward personalisation stations, where customers could have their own bottle engraved or refill an existing one, and on to a photo booth to capture the visit.

Impact and Results

The maze structure gave MYSLF a multi-minute, walk-through experience in the middle of a shopping centre rather than a counter transaction, matching the fragrance’s own personalised, multifaceted positioning.

The post Yves Saint Laurent – MY YSL – WESTFIELD appeared first on Edge Retail.

The Client Challenge

Kama Ayurveda needed a promotional site inside Harrods that communicated its holistic, traditional-recipe philosophy at a glance, in a beauty hall dominated by conventional Western skincare branding.

Edge Retail’s Integrated Solution

We developed, managed and installed a circular kiosk styled like a scalloped-awning marquee in the brand’s signature red and white, with “Enter the World of Ayurvedic Skincare” and “Healthy holistic beauty powered by Ayurveda” signage across its panels, beneath a gold-and-white circular ceiling light fixture. The circular counter displayed the brand’s core products — including the Urjasara, Kumkumadi and Amarrupa ranges — on wooden trays, with a digital screen running “Discover the Power of Glow” messaging and directing customers to the fifth-floor hair and beauty salon.

Impact and Results

The marquee styling and traditional-recipe messaging gave Kama Ayurveda an identity distinct from the beauty hall’s wider Western skincare presentation, communicating the brand’s philosophy before a customer picks up a single product.

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The Client Challenge

NETGEAR needed a stand at ISE that did more than display hardware — it had to support live product demos and deep-dive training sessions for AV professionals, running throughout each show.

Edge Retail’s Integrated Solution

We designed, developed and managed the stand for both the Amsterdam and Barcelona editions of ISE, built around a “NETGEAR AV, Sophisticated yet simple” branded wall. A large screen ran the NETGEAR Insight network topology software live, with a vertical touchscreen totem advertising demos every 30 minutes to keep visitors returning throughout the day, and a seating area built in for the training sessions themselves.

Impact and Results

The stand gave NETGEAR a working demonstration space rather than a static display, with the scheduled demo cadence keeping a steady flow of AV professionals engaging with the hardware across both shows.

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The Client Challenge

DIOR required high-impact, festive visual merchandising displays to be installed in every terminal at Heathrow simultaneously. The displays needed to create a sense of holiday joy and emotional warmth for millions of departing and arriving travellers during the busy Christmas season.

Edge Retail’s Integrated Solution

We provided full design, fabrication, and installation. Our design team developed the festive concept, ensuring the displays offered a delightful and festive distraction for passengers. Our specialist installation team managed the complex, time-critical, multi-terminal rollout, guaranteeing that the festive spirit was visible across the entire airport ecosystem instantly.

Impact and Results

The festive displays successfully transformed the airport environment, injecting a sense of joy and celebration that dramatically increased brand visibility for DIOR. The project proved how large-scale, beautiful installations can positively influence the emotional state and purchasing behaviour of busy travellers.

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The Client Challenge

Paco Rabanne needed a fragrance site at Heathrow T2 that could hold its own on a concourse shared with Burberry, Saint Laurent and Harrods, visible and distinctive from a distance rather than just up close.

Edge Retail’s Integrated Solution

We designed and installed a gold mirrored tower structure with illuminated shelving displaying the full Paco Rabanne range, built around a branded “R” plinth with satellite display units either side. An illuminated pixel-pattern screen ran a portrait campaign visual, with rotating content including the Phantom Parfum campaign and a Fame campaign poster keeping the site current across the fragrance range’s different launches.

Impact and Results

Positioned among some of travel retail’s biggest fragrance and fashion names, the gold mirrored tower gave Paco Rabanne a site that reads as a landmark on the concourse rather than one counter among many.

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