First retail space for the Dutch cosmetics brand‍

L’OYÉ is a Dutch cosmetics brand specializing in eyeshadows and mineral (natural) makeup. The store in Eindhoven is the brand’s first physical shop. Located on the Demer, the city’s main pedestrian shopping street, the store spans approximately 90 m² of retail floor space. MAST was tasked with transforming the brand’s online identity into a tangible, physical experience with the potential to be applied to future store designs. 

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Details that reflects L’OYÉ’s brand identity

The interior features clean lines and soft, organic forms create a sense of calm. In close collaboration with the client, MAST introduced rich, deep red hues throughout the space as a key element to enhance the brand’s visual identity. The custom-integrated lighting fixtures in a combination of straight lines and curves follow the brand’s graphic style. The colour of the lighting is adjustable to match new seasons, trends and product lines. 

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Modular display areas

MAST incorporated modular elements and repetition throughout the design to enhance efficiency and optimize the use of resources. At the core of the layout is a series of modular display areas embraced by integrated LED lighting strips. Modular shelving systems along both sides of the shop present over 500 shades of eyeshadow—one of the largest selections in the world. The inlays in which the products are presented are made from recyclable acrylic.

A space in which the online and physical world meet

A video wall at the back of the store creates a focal point, drawing customers further into the store. Behind the wall, customers find an inviting social space - a room in which the online brand and physical world converge. With its cozy atmosphere, the space offers the opportunity for L’OYÉ to organise workshops around makeup for their online followers. The large mirrored surfaces and comfortable furniture pieces invite fans of the brand to be inspired by new styles and experiment with the brand’s products.