A Chromatic Symphony of Accessible Elegance
HEMA Beauty Store
Client
Hema
Concept & Design
Tjep.
Design Team
Frank Tjepkema, Leonie Janssen, Yannic Alidarso, Agustina Cociffi
Production
Hemi
Year
2012
Redefining Beauty Through Bold, Playful Hues
Step into a world where color doesn't just decorate—it defines desire, transforming everyday beauty routines into a high-fashion spectacle at wallet-friendly prices. HEMA Beauty Store, designed by Tjep. in 2016, answers the call for premium makeup and skincare in an environment that's as inspiring as it is inclusive, blending luxury aesthetics with HEMA's signature affordability to create a retail experience that's equal parts runway and refuge.
A Chromatic Display That Dances with the Spectrum
At its core, this standalone and shop-in-shop concept bursts with a strong expression of colors, where Tjep. crafts a chromatic display that playfully disrupts the traditional spectrum—harmonious at a glance, yet dynamically alive upon closer inspection, evoking the ever-shifting moods of modern beauty. Photographic visuals infuse the space with a high-fashion edge, uniting bold palettes with sleek product navigation that guides shoppers effortlessly from discovery to delight.
Illuminated Mirrors: Seeing Beauty in Every Light
Innovation meets intuition in features like Philips' groundbreaking mirrors, which simulate everything from crisp daylight to sultry nightclub glows, empowering customers to test looks with unerring confidence. Tjep.'s meticulous collaboration with HEMA ensures intuitive categorization and balanced flow, striking that perfect equilibrium between serene browsing and vibrant inspiration—proving that elegance thrives in accessibility.
From Amsterdam Flagship to Global Glow-Up
Launched in HEMA's iconic Kalverstraat flagship in Amsterdam and the chic Barteljorisstraat in Haarlem, this design has rippled across the Netherlands' network, rewriting Dutch retail history with its provocative fusion of color, fashion, and function. As Vogue raved, "Don’t miss it, the very stylish HEMA Beauty, an experience as found at high-end international luxury brands," while Red.nl hailed it as "a luxury beauty shop, but then with extremely convenient and very affordable beauty products."
Tjep.'s Provocative Palette in Retail's Future
More than a store, HEMA Beauty is Tjep.'s whimsical manifesto on modern allure: a space where underused colors bloom into bold statements, echoing the boundary-pushing spirit of our Oogst and House of Yes projects while grounding it in commercial poetry. It challenges the status quo, asking, "What defines modern beauty?"—and answers with a resounding, colorful yes.
Harvesting Confidence, One Shade at a Time
Vibrant yet approachable, it proves that true beauty blooms where innovation meets inclusivity. Discover more of Tjep.'s transformative designs on Tjep.com, where we paint the future one bold stroke at a time.