Core disciplines: Brand strategy, Branding / design, Innovation/NPD/Service Design


Riley Rose
A playground of beauty for Forever 21

Brand Strategy - Visual Identity - 2D & 3D Packaging Design - Retail Experience Design



With the recent unveiling of Forever 21’s all new beauty brand, Riley Rose,
FutureBrand provides a vision of the future of retail experience.


Entice millennials back into store in a world where online only brands are leading the charge

Redefine what personal means for this most demanding audience

Go from concept to store opening in less than 6 months




Our approach was to take millennial buying habits from URL to real life with an immersive,
social-media-influenced store experience.

Create the name: ‘Riley’ suggests power and strength, while ‘Rose’ cues notions of traditional beauty

Create the space: Zoned spaces that brim with curated new brands and trends await
to be discovered, tried and shared

Create the products: Packaging design that balances tactility with
premium codes and accessible prices

Create the experience: Wholly interactive spaces, plenty of product trial opportunities,
curated shareable moments, unique pop-ups and in-the-know staff on hand




“At Riley Rose, FutureBrand UXUS aims to bring the social media experience to bricks and mortar
…beautifully crafted and sensitively arranged in typical FutureBrand UXUS fashion”.


"Aimed at an explorative customer who wants to discover innovative products and experiences, FutureBrand
have created a playground for beauty enthusiasts with the Riley Rose stores"

A1 Retail Magazine


“The zoning transforms the vast spaces into digestible areas for browsing, chilling and trialing.
The stores are a complete walk-through experience starting right from the enticing and playful façade”

Retail Focus



“At Riley Rose, FutureBrand aims to bring the social media experience to bricks and mortar… beautifully crafted and sensitively arranged in typical FutureBrand fashion”



0Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with FutureBrand