Tantrum is the brand’s first store and has a jewellery and cosmetics offer aimed at more or less the same crowd that is found in Topshop.
The shop has been designed by west London design consultancy Pentagram.
The in-store experience is a blend of entertainment and expertise and features a video wall that forms the shop front. This shows a short film that changes every month and there are multiple iPads in the store that are intended to provide shoppers with information on products including the inspiration behind them. All of this is coupled with high-level projectors displaying content from music videos to fashion shows.
The materials palette is contemporary and includes concrete, wood, granite, Corian and brushed stainless steel.
The store interior itself is split 50/50 between the jewellery and cosmetics ranges and there is a professional nail bar at the back, complete with self-playing piano to keep shoppers amused while the ends of their fingers are attended to.
All of the product is displayed by ‘story’ with a strong emphasis on communicating a teens/early-20s lifestyle. It all also happens to be relatively inexpensive, with the vast majority of the product being own-brand and priced between £3 and £15. There is little that is new about a store that sells jewellery and cosmetics, but it is the manner of display, combining technology with slick merchandising, that makes this one worthy of the once over.
The store was fitted out by shopfitter Newman-Scott while visual merchandising outfit SFD worked on creating the look and feel of the way the stock is organised.