Located at 34 Carrer de la Portaferrissa in Barcelona, the first physical store by Freshly Cosmetics marks the natural cosmetics brand’s transition from online retail to an offline environment. Designed by CuldeSac Custom, the space translates the brand DNA into a self-service store defined by curved forms, visual transparency, natural materials and integrated payment technology.
The project is conceived as a direct expression of the Freshly Cosmetics identity. Its spatial language combines a natural and approachable character with a more technical dimension, creating a retail experience that guides customers intuitively from the entrance to the checkout and exit.
A continuous curved plane defines the customer journey
The design concept is based on replacing sharp corners with continuous curves. Within the interior, a curved plane crosses the space, softening its geometry and establishing a clear route through the store.
This element shapes the customer journey and supports the self-service model. The layout invites visitors to enter, guides them through the product display and indicates the exit once the entire route has been completed.
The curve therefore operates as both an architectural feature and a functional tool. It simplifies the shopping experience while expressing the open, accessible and unconventional identity associated with Freshly Cosmetics.
The transparent façade connects the store with Portaferrissa
The façade is designed to appear visually permeable rather than acting as a boundary between the shop and the street. Its transparency allows the interior to remain visible from Portaferrissa, one of Barcelona’s main commercial streets.
From the public space, the store appears as a large printed canvas illuminated by neon elements. The signs communicate five values associated with the brand: Natural, Vegan, Love Animal, Healthy and Sustainable.
Plants positioned near the entrance refer to the botanical component of Freshly Cosmetics and the origin of its products. Rather than functioning only as decoration, the vegetation becomes a recognisable element of the store identity.
The self-service layout creates an intuitive shopping experience
The spatial configuration establishes a defined entrance and exit, turning the corner unit into a continuous passage through the retail environment. Customers naturally follow the curved route through the store while exploring the product displays independently.
The project is designed to be understood progressively. As visitors move through the store, the relationship between circulation, product presentation and payment becomes clear through direct use of the space.
This intuitive organisation allows the customer journey to remain fluid while supporting the practical requirements of a self-service cosmetics store. The store layout connects circulation, product discovery and checkout within a single route.
Mobile payment points reduce queues and waiting times
Technology is integrated into the shopping experience through different checkout options. The store includes one fixed payment station and two mobile points where customers can pay directly by card or mobile device.
The distributed payment system reduces dependence on a conventional checkout area and allows transactions to take place in different parts of the store. According to the original project description, this approach is intended to limit queues and waiting times.
Payment technology is therefore incorporated into the layout rather than treated as a separate function, reinforcing the connection between customer autonomy and spatial design.
Natural and technical materials express the Freshly Cosmetics identity
The materials selected for the store combine natural finishes with more technical components. Recycled flooring containing natural fibres, wood and tiles communicates the brand’s natural and approachable character.
These materials contrast with a stretched canvas incorporating neon lighting, exposed tubes and stainless-steel shelving. The combination creates a visual relationship between the botanical references of the products and the more technical dimension of the brand.
The result is a retail environment that reflects the Freshly Cosmetics brand as fresh, vibrant and innovative, while maintaining a clear relationship between brand values, product display and customer experience.
Project credits
Brand: Freshly Cosmetics
Location: 34 Carrer de la Portaferrissa, Barcelona, Spain
Design: CuldeSac Custom