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Retail- April
since 2022, I have been part of the H2O Pure Design team, where I manage projects for April, Israel’s leading perfume and cosmetics retailer. Together, we developed a refreshed store concept that translates the brand’s identity into an immersive customer experience.
As project manager, I oversee the process from adapting the concept to unique sites, through detailed design development, coordination with suppliers, and execution.
The rollout includes stores in major shopping centers across Israel, such as The Grand Mall (Petah Tikva), Ayalon Mall (Ramat Gan)... Each project presented different challenges requiring tailored design solutions that remain true to the brand’s DNA.
This ongoing collaboration demonstrates how consistent brand identity can be maintained across diverse retail environments, while adapting to site-specific opportunities and challenges. The results have not only enhanced April’s visibility but also contributed to measurable growth in sales and customer engagement.
Photos by: Shai Epstein
01
The Big Mall- Petah Tikva
This 150 sqm flagship store is located at a central junction inside The Big Mall, visible from multiple angles and even from the mall’s upper and lower levels.
The challenge: a diagonal façade and a stepped back wall created significant design constraints. The client’s brief emphasized three priorities: an open and inviting façade, maximized display area, and efficient storage space.
The solution: We adapted April’s retail concept to the unique layout of this site, creating a striking façade that attracts attention from every direction. A signature feature is the illuminated "perfume wall"—a reinterpretation of April’s iconic Infinity Wall—which was reimagined as a captivating shopfront display.
02
Ayalon Mall - Ramat Gan
This 80 sqm store presented a unique challenge due to its narrow and elongated layout.
The challenge: creating an inviting entrance and maximizing product display in a limited floor plan.
The solution: We transformed April’s signature illuminated Infinity Wall into a 10-meter-long showcase window facing one of the mall’s side entrances. This bold visual feature became a “power wall,” attracting attention from passersby, encouraging photos, and drawing visitors in.
Inside, the narrow footprint was addressed by developing new floor display units. These slimmer objects provide ample presentation space for perfumes while maintaining smooth circulation throughout the shop.
03
Golden Mall - Rishon LeZion
At 145 sqm, this rectangular store offered a straightforward layout with one major challenge: a large structural beam crossing the back area of the ceiling.
The challenge: Integrating the structural beam into the ceiling layout without disrupting the spatial flow or brand identity.
The solution: We seamlessly incorporated the beam into the ceiling design, using it as part of the store’s zoning and spatial organization. The result feels intentional rather than restrictive. The storefront was designed to remain fully open and inviting, enhanced by dynamic LED screens framing the entrance, drawing visitors inside.
04
Gindi Mall- TLV
This 170 sqm flagship store is set within a newly opened luxury mall, positioned alongside other leading international and local brands. The rectangular and spacious floor plan provided a convenient base for design.
The challenge: Creating a strong brand presence that would stand out in a competitive, high-end retail environment.
The solution: Building on April’s established design concept, we emphasized openness and visibility, ensuring the store’s identity aligned with the mall’s premium atmosphere. The generous layout allowed for clear zoning of fragrance and cosmetics displays, combined with wide circulation areas that enhance customer comfort.
