SKIN & BEAUTY by SuperPharm

The SKIN & BEAUTY project is a groundbreaking concept designed by the Robert Majkut Design studio, setting a new benchmark in the retail beauty industry. In response to the rapid changes in the beauty and wellness sectors, SuperPharm decided to undergo a transformation — moving beyond the traditional formats of pharmacies and drugstores and creating an entirely new brand from scratch. The brand entrusted this ambitious task to our studio.

The Challenge

The goal was to create a unique space — one that combines premium aesthetics with the functionality of modern retail. The resulting store does not resemble a conventional shop. It’s a deliberately crafted concept store — offering not only a carefully curated product assortment but also comprehensive services such as dermo-consultations, skin diagnostics, and trichology. A key objective was to break free from the pharmacy legacy and build a new brand identity — aspirational, contemporary, and fully independent.

Our Response

The project began with extensive market research and the development of detailed buyer personas and customer journeys. We studied global trends, analyzed best practices, and explored what beauty customers truly expect from modern brands. Using advanced analytical tools, we gained insights into customer behavior — how they navigate stores, what catches their attention, and what their real needs are. These findings laid the groundwork for a revolutionary display layout that enables users to explore products in entirely new, expectation-driven ways.

Functionality

Based on this research, a new display model was created — structured around eight clearly defined thematic zones, organizing products and services by purpose rather than by brand. The circular layout, reminiscent of cream jars, allows for intuitive movement and a natural flow between zones. This organization fosters an immersive product experience, while making comparison and selection effortless.

Custom-designed display furniture and fixtures were developed — often with sculptural forms — to highlight new arrivals, promote products, and support testing, all while enhancing the tactile and sensory experience of the user.

Consistent Color Identity

Each of the eight zones features its own pastel tone, forming a harmonious and delicate colorpalette that becomes the visual DNA of the brand. This distinct palette sets the concept apart from the black-and-white aesthetic common in the beauty market. The color system is also carried over into all BTL materials and online communication, ensuring a consistent and recognizable brand image. Robert Majkut Design was also responsible for the visual identity and accompanying graphic concepts.

All design solutions — from spatial elements to branding — build a cohesive identity for the new brand. This visual consistency extends beyond the physical space to include website graphics, digital content, printed advertisements, and in-store video displays.

Lighting plays a crucial role in the project. Advanced lighting systems with adjustable colortemperatures were implemented, allowing customers to test cosmetic products in varying light conditions — from daylight to evening — ensuring confidence in their choices.

Technology

The project integrates advanced retail technologies, including centrally managed digital price tags and personalized digital signage, bridging the physical and online retail spaces. These systems support a seamless phygital experience and create a modern, connected shopping journey.

Process

An essential aspect of the design process was the use of parametric design. This method enabled real-time modeling of the complex spatial structure, accounting for variables like ergonomics, visibility, customer flow, and the technical specifics of each location. Parametric design allowed us to develop flexible zone configurations across different sites, without compromising aesthetic or functional integrity. This approach supports the scalability of the concept while maintaining its unique character — a key requirement for future store rollouts.

SKIN & BEAUTY exemplifies an integrated design process — from strategy and research to interior design, branding, and digital implementation. The stores feature a consistent digital signage system, centrally managed pricing, personalized messaging, and alignment with online content.

Result

The outcome is a completely new retail quality — fresh, immersive, and visually distinctive, enhancing not only sales but also the overall brand experience.

SKIN & BEAUTY is more than just a store — it is a destination that redefines the shopping experience and positions SuperPharm as a partner for premium and luxury brands. This is a commercial interior design project that merges strategic thinking, cutting-edge technology, and high aesthetics — creating a new industry standard for the retail & beauty sector.

Thanks to the vision and dedication of Robert Majkut Design, the project delivers a space that both responds to customer needs and elevates the entire cosmetic industry. A place where science, design, and technology meet — shaping a new benchmark in beauty.

Currently, SKIN & BEAUTY stores are open in Warsaw (two locations), Poznań, and Wrocław.