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Fabled Beauty


Retail design agency gpstudio has created a new store for beauty brand Fabled, offering a unique spin on the traditional beauty shopping experience. The two-storey flagship shop, located on Tottenham Court Road, is designed to merge the online experience with the physical world.

Fabled was recently launched by Marie Claire in partnership with Ocado. Drawing on 27 years of experience in the beauty industry it is hoped in addition to an extensive range of products, Fabled will offer customers expert tips and educational advice as well as exclusive content from the editorial team. Marie Claire is hopeful its reputation in the beauty community will give it an edge over competition.

With this is mind, gpstudio was tasked with designing a store that would incorporate a number of unique features. The London-based agency specialises in brand strategy, retail architecture, interiors and graphic and digital design. It has a portfolio of clients that includes UK and international brands retail destinations. The strategy for this project was to create a narrative journey for the customer.

The store features digital screens and touch screen technology that allows customers to learn more about products and beauty brands. It has a ‘test and play’ space where customers are encouraged to learn about and experiment with the brand’s beauty products. The customer experience as a whole is designed to link the new store with the website.


Gregor Jackson, gpstudio partner and founder, said:

“It has been immensely rewarding to work with two fantastic partners and help build a new brand that will offer shoppers a unique way to get their beauty fix. We are pleased to have collaborated with Ocado and Marie Claire to create the Fabled flagship store, with a focus on its experiential platform, which is a key ingredient of this online brand.”

Marie Claire led areas are also incorporated into the store. Fabled Edits, for example, is a space dedicated to seasonal recommendations for shoppers. There is also a Fragrance Room, and the first floor mezzanine is entirely devoted to skincare. The Tottenham Court Road location means the site is close to similar brands and has potential to capture Cross Rail footfall.

Marie Claire was originally published in France in 1937. The UK version was first formed in 1988 and the monthly print magazine has a circulation of just under 200,000 copies. Overall the brand has over 88 magazines and 50 websites worldwide.

Amanda Scott, manging director at Fabled, said:

“With over 25 years of beauty inspiration, education and advice there is a huge trust and respect in the Marie Claire brand. This, coupled with Ocado’s ecommerce expertise, stands to be a great venture for both their/our own fields of expertise.”

Shoppers online can choose a dedicated delivery slot, with Ocado on board to manage this aspect of the customer experience.

The 5,000 sq ft space has a dedicated team on hand to assist customers with finding the best product for them. Gpstudio has previously worked with Harrods, John Lewis, Hershesons Aspinal of London, Shinsegae and Harvey Nichols.


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