Hinge Studio was a design consultant to Hornall Anderson for a national retail corporation that aimed to reimagine the way customers experience cosmetic products in their stores. The company envisioned an atmosphere that encourages customers to play and experiment with products at their own pace, allowing more freedom and exploration instead of insecurity due to a lack of knowledge about different products. Hinge Studio’s collaborative response was to curate products in various manners, distinguishing groupings through different material and layout choices. Concierges at stations on the periphery of this centric layout provide customers with more guided information, a departure from the current cosmetics sales model. These design ideas are currently being implemented in stores nationwide.