Marc Jacobs — Fragrance Shelf Theaters & Store Design
Visual Merchandising Systems | Global Rollout
Worldwide | 2024
The Challenge
Refresh Marc Jacobs Fragrance’s in-store presence through a new generation of shelf theaters designed for permanent locations — capable of elevating storytelling, clearly expressing the brand’s two key pillars, and scaling consistently across global retailers.
The project also created an opportunity to subtly modernize the store concept, refining proportions and finishes to elevate the overall retail expression.
-
![]()
Role | As Global Head of Department, I led the creative direction and system design, spanning shelf theater architecture, brand iconography, materiality, lighting, and refined updates to the store concept to ensure a cohesive, contemporary in-store language.
-
![]()
Design Logic | A modular shelf animation system designed for medium- to long-term use, adaptable across existing and new locations, and refreshed annually. Two distinct yet cohesive expressions were developed: Daisy Franchise — translating the iconic daisy into playful, luminous architectural elements Perfect Franchise — inspired by the charm details on the fragrance cap, interpreted in a more refined, sculptural way Acrylic cut-outs, backlit layers, and transparent materials were used to create depth, glow, and immediate brand recognition.
-
![]()
The System | Design Logic 10 meters: create standout and visibility in-store 3 meters: clearly differentiate the Daisy and Perfect pillars 1 meter: educate, engage, and invite interaction
-
![]()
Key Highlights | Modular system adaptable to backwalls, gondolas, and endcaps Designed for permanent locations with annual refresh capability Updated store signage aligned with the new, elevated system
-
![]()
Impact | Successfully rolled out across major global retailers Future-proofed MJ Fragrance’s in-store presence Strengthened brand clarity, consistency, and flexibility at scale
