StudioKKD was commissioned to create a new beauty destination hub that redefines the traditional beauty hall experience. The ambition was to bring together designer skincare, cosmetics, and fragrance brands with a curated mix of services and experiences – a bold, contemporary alternative to the market’s established players.

Our role was to shape a holistic omni-channel brand experience that extended from naming and visual identity to packaging and spatial design.

A challenge lay in reimagining large, underutilised mall atriums and transforming them into vibrant retail spaces. The solution required a distinctive architectural language – open, fluid, and permeable – that encouraged exploration while allowing flexible access to individual brand shop-fits and the ability to seamlessly close down when needed.

In a sector where loyalty is hard-won, we recognised the need to deliver an environment that was not only exciting and experiential but also distinctively ownable – a place where discovery, social connection, and indulgence could coexist. Our goal was to design a setting that felt less like a quick shopping trip and more like a curated day-out experience.

The result was ECHO Beauty – a contemporary brand identity that is experimental yet approachable, playful yet sophisticated. Inspired by the idea of soundwaves, the name “ECHO” reflects rhythm, immersion, and repetition – a metaphor for beauty as an evolving, shared experience. This brand DNA comes to life through a refined palette of deep green and soft nude tones, layered with natural textures to create a welcoming, tactile aesthetic that stands in stark contrast to the polished, clinical feel of traditional beauty environments.

Across varied sites – from central mall spaces to standalone stores – we designed open, inviting, hybrid environments where retail and hospitality blend seamlessly. Customers can discover new products, enjoy curated experiences, or spend time in informal cafés and service counters. A strong emphasis on personalisation allows visitors to create unique products in relaxed, engaging settings – reinforcing ECHO as a destination for exploration, creativity, and community.