Kiehl’s by Mahmoud and Olazabal

“Kiehl’s” proposes focusing on one of the company’s principal brand attributes: its legacy. The new strategy emphasises the natural essence of the products and reinforces Kiehl’s positioning as a luxury brand. The project undertakes the principal elements of the brand’s ideology, such as its communication, packaging, space, visual merchandising, interface design and technology. The materials used in the new store decoration take the brand’s most iconic object as its reference: The Harley Davidson.