Valentino at the Selfridges Cornershop

A full Valentino Beauty concept store at Selfridges’ Corner Shop on Oxford Street, built around a refillable-lipstick centrepiece.

The Client Challenge

Valentino needed its first UK cosmetics launch to feel like a genuine beauty concept store, not a counter, in the 200 sq m Corner Shop site with prime window exposure onto Oxford Street — built and installed over just two nights.

Edge Retail’s Integrated Solution

We built the space around a gold lipstick-shaped refill dispenser under “Dream It, Love It, Refill It” signage, letting customers refill their own Valentino lipstick rather than buy a new one each time. A gallery wall of campaign portraits ran the length of the store under “New Couture Makeup Begins With You,” alongside a red “Very Valentino” testers counter, an illuminated VD neon logo, a rhinestone-studded display cube, and a geometric gold triangular case for the Voce Viva and Born in Roma fragrance ranges. A dedicated wall for Valentino’s Rockstud handbags and accessories carried the “Create Your Beauty Dreams” line through to accessories as well as makeup. From the street, giant red lipstick sculptures with gold V-logo plaques and a matching circular VD logo sculpture gave the storefront window the same standout the brand wanted.

Impact and Results

The result gave Valentino a genuine beauty destination inside Selfridges’ flagship, not just a launch counter, with a refill concept that gets customers back into the store rather than just a one-off purchase.