In November 2024 Etch were approached by innovative nail care brand Bio Sculpture to pitch for the design and production of their first ever standalone consession and treatment space in the United Kingdom. Having successfully won the job, the proeject quickly moved into the Strategy phase, helping Bio Sculpture to define their retail/ physical design offering before moving into the design for this specific project. The consession opened to the public in June 2024 after a accelerated 3 night installation.

Etch provided Strategy, Concept, 3D design and technical detailing services on the project collaborating with Adapt Display (the main contractor and shopfitter) to bring the creative vision to life.

Bio Sculpture aimed to create a space that would become instantly recognizable as part of their brand identity, supporting their ongoing retail expansion and attracting a new audience within Selfridges. At the same time, they wanted to retain the sense of comfort and premium experience that existing clients enjoy with at-home tech manicures. The stand was thoughtfully designed to balance functionality with brand storytelling, featuring dedicated spaces for manicures and pedicures, a lifestyle-focused element to engage and inspire visitors, and a retail area for their off-the-shelf products. By combining these elements, the space aimed to offer an immersive experience that showcased Bio Sculpture’s expertise, style, and approachability, making it a destination for both new and existing customers.

Bio Sculpture has built decades of credibility as one of the pioneers of healthy nail care, known for professional-only treatments that prioritise science and wellbeing. Their move into experiential retail wasn’t just about creating a space; it was about carrying that heritage forward, showing how a trusted classic could feel fresh in a new setting. That thinking aligned with one of the key insights from our trend reporting: the resurgence of Neo Art Deco. A hundred years after its first wave, this design language is being reinterpreted with a contemporary lens, balancing bold forms with modern restraint. This parallel, Bio Sculpture’s history reimagined for retail, and a design era renewed for today, became the foundation of our strategy. We set out to create a space that feels timeless yet current, a physical expression of heritage meeting innovation. The design translated strategy into a physical experience that feels both familiar and fresh. Neo Art Deco cues run through the space in subtle ways – softened curves, layered material contrasts, and refined detailing that echo the era without slipping into pastiche. The palette was chosen to feel calm yet elevated, with tactile finishes that speak to quality while staying welcoming