Finnish beauty brand Lumene collaborated with creative agency Dalziel & Pow to develop a new retail experience combining brand communication with a flexible pop-up format. The project translates Lumene’s Finnish identity into a compact environment designed to adapt to different commercial contexts.
Developed in collaboration with Lumene’s Director of In-Store Experience, Martti Ala-Jääski, the project began with a review of the brand’s in-store communication, including signage, point-of-sale materials and tone of voice, before extending to the design of the physical retail space.
From brand communication to retail design
The initial phase focused on creating a clearer and more contemporary communication system for Lumene’s products. Signage and POS materials were redesigned to communicate the characteristics of the beauty range while establishing a more consistent visual language across the customer experience.
The communication also draws on the brand’s relationship with the Finnish landscape and climate, including references to Arctic spring water and natural ingredients. These elements become part of a narrative intended to connect Lumene’s origins with its product identity and scientific research.
A flexible pop-up format
Dalziel & Pow subsequently translated this renewed identity into a physical retail environment with a pop-up concept launched in Russia. Designed to showcase a selection of Lumene products within a relatively small footprint, the format is conceived as a flexible system that can be adapted to different locations.
Its open configuration allows the concept to operate in shopping malls, airports and hypermarkets, providing the brand with a recognisable physical presence without relying on a conventional enclosed store.
Finnish identity expressed through materiality
Light timber defines the architectural language of the pop-up, while birch-inspired elements positioned around the perimeter establish a direct reference to the Finnish landscape. The composition reinterprets the image of a traditional log cabin through a lighter and more contemporary retail structure.
Products are integrated into the timber display system, while the open layout maintains visibility across the space and allows customers to approach the assortment from different directions. The restrained palette of pale wood and white surfaces provides a neutral backdrop for the beauty products and their packaging.
Through the combination of modular architecture, product display and visual communication, the project establishes a retail identity that can be transferred between different commercial environments while retaining references to Lumene’s Finnish heritage.
Brand: Lumene
Creative agency: Dalziel & Pow
In-Store Experience Director: Martti Ala-Jääski
Pop-up location: Russia