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

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.

The post Versace – Harrods Vestibule Site appeared first on Edge Retail.

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

Prada needed a counter for the launch of Infusion de Figue, part of its Les Infusions range, that matched the collection’s premium positioning while meeting the brand’s sustainability commitments and remaining easy to update and redeploy elsewhere.

Edge Retail’s Integrated Solution

We built an illuminated backlit wall of nine fragrance campaign panels — from Infusion de Fleur d’Oranger through to Infusion de Vanille — each labelled with its own mood (Joyful, Graceful, Vibrant, Bold, Elegant, Magnetic, Radiant, Delicate) above a curved counter stocked with the full bottle range, under a triangular Prada Milano logo plaque and the line “In Fusion With The Many Facets Of You.” The site was built using 39% recycled units, and designed from the outset for easy updates and reuse across different locations rather than a single-use build.

Impact and Results

The counter gave Les Infusions a considered, premium presence at John Lewis Oxford Street while meeting Prada’s sustainability values as a genuine design constraint, not an afterthought.

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The Client Challenge

YSL wanted its Loveshine lipstick launch to feel playful and shareable rather than a standard counter display, across both the Trafford and Oxford Street Selfridges.

Edge Retail’s Integrated Solution

We designed and manufactured two mirrored stands finished in a silver chrome finish, each built around a genuine claw machine stocked with pink and white pom-poms, under illuminated “YSL LOVESHINE” neon signage. “Take A Treat,” “Choose Your Lipstick” and “Make It Yours” counter panels guided customers from the claw-machine moment through to testers and a Candy Glaze campaign screen, with a dedicated lipstick-shaped display column anchoring each site.

Impact and Results

The claw machine gave Loveshine a genuine reason for shoppers to stop and interact rather than just browse, at both Selfridges locations the range launched into.

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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

Gucci needed a beauty counter inside Harrods that could showcase the Alchemist’s Garden fragrance and cosmetics collection while giving trained staff room to run personalised consultations and makeovers, to the standard Harrods’ setting demands.

Edge Retail’s Integrated Solution

We designed, manufactured and installed a circular kiosk finished in sage green, entered through an illuminated archway carrying the Gucci Beauty Space name. At its centre sits the Alchemist’s Garden fragrance table, backed by a digital screen running floral campaign imagery, with a gold pendant light fixture overhead tying the structure together. To one side, a rounded makeup counter with circular mirrors and pink stools gives Gucci’s staff a dedicated space for consultations and makeovers, separate from the browsing and fragrance side of the kiosk.

Impact and Results

The result functions as a genuine beauty destination inside Harrods rather than a fragrance shelf, giving Gucci a consultation-led space that matches the personalisation the brand’s Alchemist’s Garden concept is built around.

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