The concept
L'Oréal Paris asked us to design a showroom that wouldn't feel like one. Not a shelf-and-light retail box, but a space where every brand within the universe — from L'Oréal Paris itself to Kérastase — could be experienced as a sequence of moments rather than a product display.
We approached it as exhibition design. Each zone was conceived as its own atmosphere with its own pace: a tunnel of light to introduce the brand, a tech-forward area for diagnostic and product education, an editorial wall for storytelling, and a live demonstration stage where stylists and consumers met around the product itself.
The result is a hybrid space — part showroom, part installation — where the architecture, lighting and material palette do most of the work. Visitors don't just see the products; they walk through the values behind them.
Design approach
A beauty showroom only works when each space carries its own intent. We split the brief into three architectural moments — arrival, technology and live ritual — each lit and dressed to shift the visitor's pace from curious to engaged to convinced.
Sugar understood that a showroom for L'Oréal Paris isn't a retail space — it's a translation of brand into atmosphere. Every zone they designed reads like its own moment, and the whole journey holds together.
Camille Dufour
Retail Experience Director, L'Oréal Paris