FENTY UNIVERSE

THE BRIEF

With the Fenty Universe expanding to include beauty, skin, fragrance, and hair, the challenge to keep all 4 brands distinct and unique from each other, but also be coherent became a challenge. To bridge the gap between the 4 brands, two concepts were explored and elements from each one can be incorporated into various environments, such as a popup, influencer event, or retail design space.

A ritual comprises multiple steps in a particular routine. It is a linear approach to “getting ready” to allow moments for storytelling of each brand at a specific place. Fenty Skin serves to prep the skin in a bathroom while Fenty Beauty can be acquainted to applying makeup in a vanity space. Fenty Hair can be associated with a salon and Fenty Fragrance is the last step prior to stepping out.

Each element here can be used separately or together for various environments. For sample, the Fenty Skin bath house can be adapted for an influencer event and expanded upon further.

Using a skate park as the muse for this concept, a landscape was created for each brand to live in. Taking inspiration from elements in a skate park, product displays were designed to incorporate elements such as steps and sloped edges. The concrete and graffiti wall serves as an unifying element despite all the brands having their own distinct section in the park.