An innovative retail fit-out for a world first where specialism and a new consumer concept demands a smart interior that complements the brand’s new age ethos

GENEU is the world’s first in-store DNA test for skin health that delivers a customer’s unique profile in 30 minutes to create personalised skincare customised to the individual’s genes and lifestyle. Its New Bond Street store’s makeup is illustrative of this new age, advanced service. 

The ambitious interior re-fit of the flagship GENEU store was incredibly specialised as it is a brand new consumer concept, which features scientifically advanced equipment – some of which was imported from America. Portview designed and built the interiors bringing the concept to reality.

Portview Fit-Out moved into the former retail premises in New Bond Street stripping out the space to the ground floor and basement level, installing a damp proof course and new screed floor in preparation for GENEU.  Specialist pods, where the GENEU DNA tests are conducted, were then fitted before a test area was added to the basement along with custom-made counters finished with modern, technically advanced finishes, an integral high tech computer screen and a gateway unit where the DNA samples are placed at the correct temperature for 30 minutes during analysis to generate a client’s unique U⁺ profile and personalised product recommendation. 

  • Client: Geneu
  • Location: 65 New Bond Street
  • Size: 140 sq m
  • Timescale: 9 weeks
  • Designer: Imagination
  • Budget: £490K

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