ROX Beauty, the online store that specialises in face, body, and hair care appliances, opened its first physical store in the heart of Zagreb in 2020, located at Ilica 54 Street. This store allows those with fast-paced lifestyles, who don’t always have the time to go to the salon, to enjoy beauty treatments from the comfort of their own home whenever they want.

Following the concept of “pleasure rituals,” we have designed a space that creates a sense of comfort, intimacy, and softness. Upon entering the store, customers leave behind the busy outside world and step into an environment that invites them to slow down and focus on their own well-being and self-care.

This concept requires what is commonly known as total design, which consistently carries the brand’s philosophy into the space. Therefore, the dominant colour in the store is reminiscent of human skin, and the rounded lines of pedestals and lighting fixtures create a sense of fluidity and tenderness.

A curtain divides the space into two parts – a sales area and a presentation area, while subtle green accents highlight the counter with the cash register and the product display pedestals. The desired warmth of the space was achieved through carefully selected textures, fabrics, lighting, consistently rounded lines, music, and the ever so important sense of smell.



Damjan Geber (Creative Director)

Marija Lukić (Project Manager)

Mia Petričević (Architect)

Dina Bartolić (Product Designer)

External associates

Bojan-Haron Markičević (Photographer)