To design a front of store permanent floorstand consistent with the Redken brand and its Redken Loft Store aesthetic to launch in 2005.
The final design was selected from 25 detailed initial concepts. Production of mock-ups and prototypes were managed towards the refinement of the final design.
The final design allowed for the dynamic display of key products and included a large poster space so that the floorstand could face both the window and the store interior. A price per unit of $150 was achieved through the simple use of powder coated sheet metals and smoky acrylic.