Global superstar Lady Gaga launched her beauty brand Haus Laboratories in 2019 solely via direct-to-consumer channels with shimmery shadows, smudge-proof liquid eyeliner, and pouty lipsticks. In keeping with Gaga’s ever-evolving artist ethos, the brand was re-invented as Haus Labs in 2022 with a complete transformation for its in-store debut with exclusive retail partner Sephora.

Outform Group was challenged to visually bring the brand’s spirit of individuality, self-confidence, and authenticity to its in-store presence by boldly combining beauty, art, and science. Through futuristic design elements, our team created a four-tier gondola fixture detailed with a “liquid metal” chrome texture that flows across the display. The beauty brand wanted to emphasize its ‘lab feel’ through minimalist elements and a neutral palette of white, chrome, and pops of teal to bring focus to the vast array of products.

With a visually stunning display available to shoppers at over 500 Sephora locations nationwide, Outform Group showcased the brand’s “supercharged clean artistry makeup powered by innovation” through captivating design elements, conveying to shoppers that “the future is beautiful.”