The Savvy Design Behind The Art of Shaving's New Stores

by Deidre Woollard (RSS feed)
Jun 13th 2010 at 2:01PM

Retail store design is a fascinating subject. What seems like a simple experience, walking in off the street into a shop, is actually a feat of complex engineering designed to showcase not just the products but the style and spirit of a brand.

Pompei A.D. a design firm which I recently covered for their work with Anthropologie has been at work on creating the new visitor experience for The Art of Shaving stores. The firm was selected to redevelop the branding experience for each of The Art of Shaving's new and existing retail locations-- five stores have been completed so far, including two newly opened locations in the Chicago area.

The store concept revolves around "The 4 Elements of the Perfect Shave": Prepare, Lather Up!, Shave, and Moisturize. A central table explains The 4 Elements in a simple, direct way and these categories are supported by the merchandise, graphics and other interactive elements. The stores use stained rift cut white oak, polished nickel and white Carrara marble for the rich look of a men's luxury club. Many stores will also include a barber spa for in-store shaving treatments.

"The Art of Shaving's product line and grooming system is truly revolutionary, and our redesign of the retail environment is intended to showcase the brand and The 4 Elements of the Perfect Shave in a way that is compelling without being intimidating," stated Ron Pompei, principal and creative director of Pompei A.D. "Throughout the process, we were inspired by the look and feel of a traditional men's club, combined with contemporary luxuries."

Gallery: The Art of Shaving